Is the local origin of a food product a nexus to better taste or is just an information bias

Abstract

The origin of a product is an indication of its quality and can also be an indicator of taste. Geographical Indications (GIs), one of the most important food quality instruments of the European Union, are based on the impact of origin as an important information stimulus in consumer behaviour. This study examines the feasibility of establishing GIs in Kosovo, based on consumer preferences for five artisanal cheeses from the five regions of Kosovo known for cheese production. The method used to assess the impact of origin on product evaluation is the Disconfirmation of Expectations Theory. The results show a contrasting behaviour for the most preferred origin, revealing at the same time high expectations for the Sharri and Rugova origins. Nevertheless, the low weight of origin (the highest is 11%) in the overall evaluation of products is due to the perception of low safety of artisanal cheese products. In this respect, GIs are an opportunity to reinforce the good taste of artisanal products while protecting traditional recipes, which are often compromised by industrially produced foods.