The Green Morocco Policy and its Product-of-Origin Labeling strategy: A Market analysis of labeled and unlabelled products
Fatima Lambarraa Lehnhardt () and
No 277175, 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia from International Association of Agricultural Economists
Origin labelling is one of the most important strategy in the Green Morocco Policy with which the Moroccan government aims to support the marketing of domestically produced food and then improves the income of smallholder farmers. This study analyses this strategy using a market comparison between two products, a PGI labelled product Clementine of Berkane and a non-labelled product Cherries of Sefrou-Ifrane. A survey with 500 consumers was conducted in 2016. Using the Analytical Hierarchy Process methodology, we study the Moroccan consumer preferences and compare the hierarchy of different attributes and sub-attributes of both products. We evaluate the importance of the origin and the visibility of the new established quality sign of origin in the Moroccan market. Results show the importance of origin and the intrinsic characteristics of the product when Moroccan consumers purchase both products. The hierarchy obtained by the AHP for the Clementine of Berkane shows that the high juicy content , Origin and the PGI are the most important attributes for Moroccan consumers. While for Cherries of Sefrou-Ifrane, Origin and the attribute Juicy-soft fruit are the most important attributes. The visibility of the quality sign of origin still limited in the Moroccan market comparing to other product attributes. Acknowledgement :
Keywords: Marketing (search for similar items in EconPapers)
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