Consumers' valuation of food quality labels: The case of the European geographic indication and organic farming labels

Maria Carmela Aprile, Vincenzina Caputo, Rodolfo M. Nayga, Jr

Research output: Contribution to journalArticle

116 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)158-165
Number of pages8
JournalInternational Journal of Consumer Studies
Issue number2
Publication statusPublished - 2012 Mar 1
Externally publishedYes



  • Choice experiment
  • Consumer preferences
  • European quality labels
  • Olive oil
  • Willingness to pay

ASJC Scopus subject areas

  • Marketing
  • Economics and Econometrics
  • Applied Psychology
  • Public Health, Environmental and Occupational Health

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