Consumers' valuation of food quality labels: the case of the European geographic indication and organic farming labels |
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Authors: | Maria Carmela Aprile Vincenzina Caputo Rodolfo M Nayga Jr |
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Institution: | 1. Department of Economic Studies, University of Naples ‘Parthenope’, Naples, Italy;2. Department of Agricultural Economics and Engineering, University of Bologna, Bologna, Italy |
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Abstract: | This paper assesses consumers' preferences and willingness to pay for European Union geographical indication quality labels Protected Designation of Origin (PDO) and Protected Geographical Indications (PGI)], organic farming label and other product quality cues. Using a choice experiment, random parameter logit model and olive oil as product of interest, results suggest that respondents are willing to pay the highest premium price for a product with a PDO label, followed by organic farming label, a quality cue describing the product as extra‐virgin olive oil and then a PGI label. |
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Keywords: | European quality labels olive oil consumer preferences willingness to pay choice experiment |
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