Consumers' hedonic liking of different labeled and conventional food products in Slovenia

Abstract

AbstractIn recent years, like others in Europe, the Slovenian government has introduced national and European quality schemes and launched a campaign to inform consumers and boost demand for local products. Very few studies consider consumers' hedonic liking of different food products labeled with Protected Designation of Origin (PDO)/Protected Geographical Indication (PGI) indications. This study therefore aims to fill this research gap and identify whether information affects the hedonic liking of various typical Slovenian PDO/PGI‐labeled products compared to their alternative conventional food products, whether Slovenian consumers like different typical Slovenian PDO/PGI‐labeled food products relative to their conventional food products, and which food products they sensorically prefer. The study findings show consumer hedonic liking is identical for all PDO/PGI‐labeled regional products, yet their sensory preferences reveal some significant differences between the analyzed products by age, gender, and education. Accordingly, studies should employ different sensory analyses for different food products and not generalized consumer hedonic liking/preference based on just one food product.Practical applicationsThe finding that consumers do not hold hedonic preferences for either PDO/PGI‐labeled or conventional products when both informed and blind has significant implications for the Slovenian government, the marketers of labeled products and consumer policy aiming to promote better labeled products. For transition countries like Slovenia that have recently introduced food products labeling meeting EU standard but have a relatively small food industry based on local ingredients, traditional recipes, and production methods, our findings reveal the need to extend and intensify promotion and communication activities that highlight the guaranteed quality and use of local ingredients to boost consumers' preferences for PDO/PGI‐labeled products like cheese, ham, and honey.