Abstract
There is agreement that product origin affects its quality evaluations. Though existing legislation makes use of this fact, recognition of such terms and symbols is quite low and taking advantage of origin as a differentiation source is often lost. Using a sample of Portuguese consumers and Protected Designation of Origin (PDO) beef, results confirm low level of PDO label recognition. It is not enough to communicate that a PDO label is linked to a particular region, but other aspects should be highlighted, namely, products' experience attributes. Efforts should be made to improve communication to the consumer of what a PDO label exactly stands for.
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