Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market

Luisa Menapace, Gregory Colson, Carola Grebitus () and Maria Facendola

European Review of Agricultural Economics, 2011, vol. 38, issue 2, 193-212

Abstract: Geographical origin labels are important information and marketing tools and have recently become a central component of EU agricultural promotion. We consider demand in a non-EU export market for two distinct label types: country of origin (COO) and geographical indications (GIs). Additionally, two types of GIs, 'protected designations of origin' (PDOs) and 'protected GIs' (PGIs) are considered. Empirical findings indicate consumers' willingness to pay varies with the oil's COO and is greater for GIs than for non-GIs from a given country. Weaker evidence that consumers value PDOs more than PGIs is also found. Oxford University Press and Foundation for the European Review of Agricultural Economics 2011; all rights reserved. For permissions, please email journals.permissions@oup.com, Oxford University Press.

Date: 2011
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Related works:
Working Paper: Consumer Preferences for Country-Of-Origin, Geographical Indication, and Protected Designation of Origin Labels (2009)
Working Paper: Consumer preferences for extra virgin olive oil with country-of-origin and geographical indication labels in Canada (2008)
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