Label equity and the effectiveness of values-based labels: an experiment with two French Protected Geographic Indication labels (original) (raw)
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International Journal of Consumer Studies, 2012
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.
Role of labels referring to quality and country of origin in food consumers’ decisions
Acta Alimentaria, 2015
Within a survey made of Hungarian awareness of, attitudes towards, and preferences for food labels and pricing, this study focused on consumers' reactions to quality and country of origin labels. Data were collected with a standard questionnaire, face-to-face interviews (1000 participants) in the respondents' home. It became obvious that consumers were looking for information about quality (rating its importance at 4.04) on packages, but information about origin (3.94) and production (3.89) was also important to them. The capability of respondents to spontaneously recall country of origin and quality labels was very limited: 35.5% of all respondents could not name any such labels. The best known label was "Hungarian Product" (30.5%), which was recognized by up to 90% of the respondents after they were shown it. Many consumers were ready to pay premium for products bearing this label (31.7%). According to our results, information about quality is important to consumers, but they do not look for it deliberately, and only a few consumers ascribe a higher value to products with labels bearing this information. There is a pressing need to increase consumers' confi dence for trademarks through dissemination of reliable information.
2012
This study analyses European consumers' awareness and determinants of use of PDO, PGI and TSG labels in six European countries (Italy, Spain, France, Belgium, Norway and Poland) using data from a cross-sectional survey with 4,828 participants. The study confirms a higher awareness of PDO (68.1%) as compared to PGI (36.4%) and TSG (25.2%). Awareness is higher among men and people aged above 50 years. Consumers' use of a PDO, PGI or TSG label is triggered by the belief that the label signals better product quality. Quality beliefs are shaped by an interest in getting information about product quality through the quality label. Interest in the origin of foods is a stronger direct and indirect driver of label use than interest in support for the local economy, but both motivations are not directly related to TSG-label use. Differences in the role of determinants are small between the three labelling schemes and between countries with versus without a strong tradition of quality labels in their agricultural and food quality policies. Apart from building general awareness and favourable quality perceptions of the quality schemes and their respective labels, efforts to stimulate consumers' interest in origin and getting information about product quality through EU quality labels are recommended.
Journal of Consumer Marketing, 2005
Purpose -The purpose of this work is to examine the range of information consumers seek on labels of quality products and construct an indicative check-list of various types of informational labeling as well as to examine whether quality of information demanded segregates the market-creating segments to be targeted by firms. Design/methodology/approach -An extensive interdisciplinary literature review based on findings in marketing, economics, geography and sociology reveals the often neglected range of factors forcing consumers to place importance on regionally denominated food and drink. The European Union (EU) has responded to growing consumer trends towards regional and traditional food and established special schemes regulating the production of such food and drink. A survey of 640 consumers of quality wine carried out within the framework of an EU-funded program provides the empirical material of this work. Findings -The study records the range of informational labeling sought by consumers as well as critical factors influencing their consuming behavior. Informational labeling linking product to place ranks top among a wide set of information sought on labels. A Poisson count data model reveals that consumers' willingness to acquire information from labels is influenced by various socio-economic characteristics and, in general, high demand for information is associated with higher expenditures for wine. Originality/value -Informational labeling is a significant step for place revalorization and cultural relocalization and provides significant prospects to enterprises marketing local culture. Research should be extended to the examination of other products and the comparative assessment of the findings.
Quality labels as a marketing advantage
European Journal of Marketing, 2003
The adoption of different quality assurance schemes, such as the Protected Denomination of Origin/Geographical Indication (PDO/PGI) by the European Union, has been a response to the growing demand for certified quality food products among consumers. Tries to offer some more insights into the effectiveness of the PDO scheme and its acceptance by the consumer. The use of conjoint analysis in exploring Greek consumers’ willingness to pay (WTP) for PDO apples from the area of Zagora, Central Greece, has been selected as one of the most appropriate approaches to that target. Opens with a brief theoretical background presentation on the concepts of food quality and labelling. Proceeds with a detailed description of the research methodology, focusing on the WTP measurement method through the use of conjoint analysis, the identification of segments based on the importance consumers attach to the PDO label and the development of their profiles. Finally, concludes with some thoughts regarding...
Food Quality Labels; Insights from Customers in Two Selected European Countries
ijtef.org
The paper deals with insight from customers in the Czech Republic and in Iceland into food quality labels. The aim of the paper is to compare customer attitudes from both countries and to show how quality labels are familiar to customers, how they are perceived, and if customers have interest in this topic. The paper is also focused on willingness of customers to pay a higher price for products certified with quality labels. The method of analysis, questioning, synthesis and deduction were used for research aims fulfilment. Theoretical part of the paper gives the definitions of food quality and quality labels. Further, selected food product quality labels in the Czech Republic and in Iceland are specified. In the next part, the results of marketing research are presented. A total of 267 respondents, 150 of Czech and 117 of Icelandic, were interviewed. For research results analysis, statistical methods including Pearson´s chi-square test of independence, Pearson´s coefficient of contingency or coefficient of association were used.
Finnish consumer's awareness of EU food quality labels and labels of origin
HAL (Le Centre pour la Communication Scientifique Directe), 2022
1 The European Commission has adopted as a part of its policy on food quality, a scheme program for agricultural food products, wines, and alcoholic beverages. The products, which link the quality to geographical origin and tradition, can also act as drivers for sustainable value chains and territorial development. They also function as quality cues for consumers. As quality system labels are consumer labels, there are grounds to known to what extent consumers are aware of the existence of these labels and understand their meaning. The aim of the study was to find out the consumer's awareness of the EU food quality labels in Finland. The study was conducted as a face-to-face consumer survey (N=1004). The consumers were given a recognition task to identify three EU quality scheme labels, two national labels of origin, an EU organic label and an invented label of origin as a control. The perception of the national labels and the EU organic label was significantly better than that of the EU quality labels and even the invented "fake" label was better recognized.
The Food Quality Labels: Awareness and Willingness to Pay in the Context of the Czech Republic
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015
The paper deals with quality labels utilization in the food products sector from consumer point of view and presents the results of research study which was conducted in the Czech Republic by interviewing a sample of 250 respondents selected by quota sampling methods. The study was aimed at analysing the consumers’ awareness and perceived credibility of food quality labels, at revealing their willingness to pay a higher price for certified products, and at determining whether significant differences do exist in the way consumers perceive the food quality labels based on their socio-demographic characteristics. The findings revealed a low awareness of food quality labels. A higher level of recognition as well as perceived credibility was proven for national quality labels. As the main problem were identified a poor information about quality labels and lack of confidence that certified products have declared characteristics. Consumers show an interest in getting information about the ...