How Much Do Consumers Value PDO Certifications? Estimates of WTP for PDO Dry-Cured Ham in Italy

Christian Garavaglia and Paolo Mariani

No 200376, 145th Seminar, April 14-15, 2015, Parma, Italy from European Association of Agricultural Economists

Abstract: This study investigates consumers’ preferences and WTP for PDO certifications. First, the paper proposes the use of a new index in food studies to measure WTP. We focus on dry-cured ham in Italy. Our results add a geographical dimension to studies of consumer preferences by providing evidence of the existence of differences based on place of residence. Consumers who live in the same area where certified ham is produced are willing to pay a lower premium price than consumers living farther away are willing to pay: the closer consumers live to the area of production of the certified product, the less they refer to extrinsic certification cues.

Keywords: Agricultural and Food Policy; Community/Rural/Urban Development; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Pages: 34
Date: 2015-04
New Economics Papers: this item is included in nep-agr and nep-dcm
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaa145:200376

DOI: 10.22004/ag.econ.200376

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