Consumer-stated preferences towards Protected Designation of Origin (PDO) labels in a traditional olive-oil-producing country: the case of Spain
Year: 2014
Type: article
Study design: Observational Study
Abstract: francaisCette etude examine l'importance relative de la certification Europeenne d'origine (Appellation d'Origine Controlee, AOC) par rapport a d'autres attributs extrinseques (prix et emballage) et intrinseques (couleur) de l'huile d'olive espagnole dans la formation des preferences des consommateurs. Nous avons effectue une enquete face-a-face aupres de 439 consommateurs d'huile d'olive en Andalousie (Sud de l'Espagne). Les preferences des consommateurs ont ete estimees en utilisant la methode d'analyse conjointe (AC). En plus, la segmentation du marche a ete realisee par la technique d'analyse cluster. Les resultats indiquent que le prix et la certification d'origine (label AOC) sont les attributs les plus determinants des preferences des consommateurs. Quatre segments de consommateurs ont ete identifies, dont deux sont lies a l'appreciation du label AOC. EnglishThis study investigates the relative importance that European origin labels (Protected Designation of Origin, PDO) associated with extrinsic (price and packaging) and intrinsic (colour) cues of Spanish olive oil has in consumer preferences. We conducted a survey through face-to-face interviews in Andalusia (southern Spain) with 439 consumers of olive oil. The consumers' preferences were estimated using the conjoint analysis (CA). Furthermore, market segmentation was also performed through a cluster analysis. The results indicate that price and origin labelling (PDO label) are the attributes that most affect consumers´ preferences. Four consumer segments were identi?ed, two of which concern liking the origin label.
Source: New Medit
Language: English
Topic: Organic Food and Agriculture
Subfield: Plant Science
Domain: Life Sciences
Open Access status: diamond
OpenAlex ID: W130233266