Geographical indications, consumers and citizens.

Abstract

AbstractThis chapter draws mainly from existing studies in Europe to present what is known about how geographical indication (GI) products and labels are perceived and used by consumers and citizens. First, an overview is given of the nature of contemporary food markets and the role of origin within these, highlighting the flexible and multifaceted use of origin by both producers and consumers. Next, evidence is presented on the market for GI products, describing what is known about who buys GI products and why. The chapter continues with information on how consumers and citizens respond to GI labels. The penultimate section seeks to build on the preceding material by proposing a conceptual framework for identifying types of GI product usage. The chapter concludes with consideration of the marketing and policy implications arising from the consumer/citizen perspective of GIs.