Abstract
PurposeThe paper aims at investigating whether and how the product designation of origin (PDO) label influences consumers' acceptance, attributes' perception and purchase intention of PDO foods.Design/methodology/approachThe study employs an experimental lab study based on the affective test of acceptance methodology with a nine-point hedonic scale. Three PDO foods are compared with similar non-PDO samples concerning cheese, cured ham and olive oil categories.FindingsThe presence of PDO labels enhances the consumers' acceptance as well as their perception of sensory attributes. A critical role of the brand name as an enhancer of consumer acceptance also emerges, highlighting the relationship between brand-name and PDO label.Research limitations/implicationsThe main limitation is related to the lab study methodology, which employs a small number of participants and occurs far from a “normal” situation of consumption. The acceptance test, moreover, does not provide explanations about motives underlying the differences in consumers' perception and preferences.Practical implicationsPractical implications are suggested for food companies concerning the management of both PDO labels and brand strategies and the product's properties that could improve the sensory perception of consumers and their overall product's acceptance.Originality/valueThe study contributes to the debate on consumer behaviour towards PDO foods by adding evidence about the positive influence of such a certification on individual preferences on the basis of a sensory methodology that has been little employed for studying the domain of product certifications.
Highlights
Consumer interest towards food quality and safety is increasing with an improving awareness of food-borne illnesses due to a number of food scandals and incidents that are continuously happening without any sign of decrease (Dora et al, 2013; Rafeeque and Sekharan, 2018)
A sensory analysis based on the affective test methodology was performed in this study to determine the preference gap of consumers in tasting protected designation of origins (PDO) foods compared to non-PDO ones, with the aim of understanding to what extent the product certification can improve a consumers’ acceptance of the product, as well as their perception of sensory attributes (RQ1)
A positive influence of the brand name on global acceptance can be noted as the mean values statistically increase when passing from the blind tasting to the brand one
Summary
Consumer interest towards food quality and safety is increasing with an improving awareness of food-borne illnesses due to a number of food scandals and incidents that are continuously happening without any sign of decrease (Dora et al, 2013; Rafeeque and Sekharan, 2018). The European system of GI mainly permits to (1) enhance the productive system and the economy of the territory; (2) protect the environment because the indissoluble link with the territory of origin requires the protection of ecosystems and biodiversity; (3) support the social cohesion of the whole community. Owing to the community certification, consumers are given greater guarantees with a higher level of traceability and food safety than other products (https://www.politicheagricole.it)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
