Geographical indications for supporting rural development in the context of the Green Morocco Plan: Oasis dates

Fatima Lambarraa-Lehnhardt, Rico Ihle and Khadija Mhaouch
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Fatima Lambarraa-Lehnhardt: Farm Economics and Ecosystem Services Group, Leibniz Centre for Agricultural Landscape Research (ZALF), Müncheberg, Germany
Rico Ihle: Agricultural Economics and Rural Policy Group, Wageningen University, Wageningen, The Netherlands
Khadija Mhaouch: Direction Provinciale de l'Agriculture, Al Khmissat, Morocco
Authors registered in the RePEc Author Service: Fatima Lambarraa Lehnhardt

Agricultural Economics, 2021, vol. 67, issue 2, 70-79

Abstract: Origin labelling is one of the most prominent approaches in the Green Morocco Plan with which the Moroccan government aims to support the marketing of domestically produced food and then improve the income of smallholder farmers. We analyse the preferences and attitudes of Moroccan consumers towards the recently established Protected Geographical Indication label "Majhoul dates of Tafilalet". The analysis is based on a survey of 303 Moroccan consumers and focuses on the influence of the label as extrinsic attribute on consumer choice. We use cluster analysis to segment the market and the Analytical Hierarchy Process to shed light on preferences of consumers under this labelling strategy. Results indicate two consumer types. The largest group seeks authenticity, origin, and quality. The label of origin in general and the origin from the oasis of Tafilalet in particular are the most important attributes affecting the purchasing decisions which fit with the goal of the labelling strategy implanted as part of the policy. The acceptance of the labelling by Moroccan consumers implies that the neighbouring countries might pursue similar approaches to support rural livelihoods in arid areas.

Keywords: Middle East and North Africa; oasis agriculture; origin labelling; Plan Maroc Vert; protected geographic indication (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:caa:jnlage:v:67:y:2021:i:2:id:226-2020-agricecon

DOI: 10.17221/226/2020-AGRICECON

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