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Consumer preferences for country-of-origin, geographical indication, and protected designation of origin labels

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  • Menapace, Luisa
  • Colson, Gregory J.
  • Grebitus, Carola
  • Facendola, Maria

Abstract

Motivated by the recognition that geography is often correlated with and/or an important determinant of the overall quality of agricultural products, consumer groups, industry representatives, and domestic and trade representatives have increasingly considered the potential role of geographical origin labels as consumer information and marketing tools. We investigate whether consumers recognize and value the informational content of a variety of nested geographical origin labels. In particular, this study disentangles and assesses three nested types of origin labels: country of origin (COOL), geographical indications (GI), and PDO/PGI. We find that, within the context of a high quality value-added commodity such as extra virgin olive oil, consumers' willingness to pay varies across different countries of origin, and that within a country consumers have a greater willingness to pay for GI-labeled than non-GI labeled products. We also find evidence that consumers value PDOs more than PGIs, but the result is not as strong as that found for GI versus non-GI. Overall, our findings support the recent surge in interest by both developed and developing nations in reaching an agreement for stricter and more widespread protection of GIs within ongoing WTO discussions and harnessing them as marketing tools for expanding shares in export markets.

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  • Menapace, Luisa & Colson, Gregory J. & Grebitus, Carola & Facendola, Maria, 2009. "Consumer preferences for country-of-origin, geographical indication, and protected designation of origin labels," ISU General Staff Papers 200911020800001146, Iowa State University, Department of Economics.
  • Handle: RePEc:isu:genstf:200911020800001146
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    File URL: https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=1146&context=econ_las_workingpapers
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    Cited by:

    1. Charity, Nabwire Ephamia Juma, 2016. "Economic Analysis Of Consumers’ Awareness And Willingness To Pay For Geographical Indicators And Other Quality Attributes Of Honey In Kenya," Research Theses 265574, Collaborative Masters Program in Agricultural and Applied Economics.
    2. repec:vul:omefvu:v:9:y:2017:i:2:id:232 is not listed on IDEAS
    3. Elena Kokthi & Drita Kruja, 2017. "Customer Based Brand Equity Analysis: An Empirical Analysis to Geographical Origin," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2017),, Ă“buda University, Keleti Faculty of Business and Management.
    4. Paulius Neciunskas & Laura Tomaseviciute & Dovile Kazlauske & Justina Gineikiene & Ruta Kazlauskaite, 2017. "Uniqueness Perception And Willingness To Buy Protected Geographical Origin Versus Doppelgaenger Brands," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 8(2).

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