Work

How quality labels shape consumer behavior: a study on orange preferences

Year: 2025

Type: article

Abstract: The objective of this study is to investigate the role of quality labels in shaping consumer perceptions and preferences for fresh citrus products, using the Arancia Rossa di Sicilia PGI as a case study. The study employs an empirical approach based on primary data collected on a sample of Italian consumers. The methodological framework combines exploratory factor analysis and analysis of variance to identify latent dimensions of consumer perception and to test the influence of the importance ascribed to quality attributes. The exploratory factor analysis revealed three main latent constructs explaining the total variance: “authenticity and origin”, “trust and certification” and “tangible features”. The analysis of variance revealed significant associations between knowledge of quality labels and willingness to pay more for quality-labeled products. The results show that consumers attach importance to adherence to characteristics such as consortia's production criteria and healthy appearance of the product. Surprisingly, Italian or Sicilian origin did not emerge as a significant factor, challenging assumptions commonly held in the literature. This study contributes original insights of the complex dynamics influencing consumer behavior in the orange market and provides actionable recommendations for producers, consortia, and policy-makers seeking to enhance the effectiveness of labeling schemes and communication strategies in the fresh produce sector.

Source: Journal of Agriculture and Food Research

DOI: 10.1016/j.jafr.2025.102554

Authors: Matilde Reitano, Roberta Selvaggi, Carla Zarbà, Marcella Bucca, Gaetano Chinnici

Institution: University of Catania

Language: English

Topic: Organic Food and Agriculture

Subfield: Plant Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $2,530