Memorias de investigación
Communications at congresses:
European image and knowledge of products with a Protected Designation of Origin (PDO)

Research Areas
  • Foodstuffs tecnology,
  • Cultural studies,
  • Consumer economics

Protected Designations of Origin (PDO) are quality labels promoted by the EU to encourage local production, protect product names from misuse and imitation and help consumers in their decision-making process. However, and despite the existence of more than 600 products registered for this quality scheme, consumers? awareness and perceived added value seems to be still very low. The objective of this study is to determine EU consumers? knowledge and image of products having this quality label. Probabilistic samples of 150 consumers were selected in Austria, Finland, France, Germany, Italy and Spain by quotas (gender and age). Participants completed an on-line questionnaire about their knowledge and appreciation of the PDO logo, the image that this logo projects (free word association task), how it is perceived in general (beliefs) and depending on the food product that holds it (wine, cheese, meat product and olive oil) and finally their objective and subjective knowledge of PDO products. As expected, important differences between EU countries were detected regarding PDO logo awareness and knowledge, this logo being in general more known in those countries having a higher number of PDO registered products. Remarkable differences were also observed when dealing with cognitive questions, both between countries and between the different examined PDO products. Objective and subjective knowledge of participants was rather low, even though more than 50% of the participants seemed to be willing to pay a surplus for products carrying this quality distinctive mark. Overall, results tend to confirm the moderate role that this EU quality label seems to play when choosing food products. Furthermore it appears to exist an important potential unexploited market for products with PDO taking into account their positive image, their low knowledge and the observed consumers' willingness to pay an extra for them.
Seventh European Conference on Sensory and Consumer Research
Dijon, France
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Seventh European Conference on Sensory and Consumer Research
  • Autor: Luis Guerrero IRTA
  • Autor: Elisabeth Buchinger Sensorikum OG, Vienna
  • Autor: Tuomo Tupasela Luke (Finland)
  • Autor: Dominique Valentin CSGA (France)
  • Autor: Guido Ritter 5University of Applied Sciences, Münster (Germany,
  • Autor: Fiorella Sinesio 6CREA-NUT, Rome (Italy)
  • Autor: Carolina Chaya Romero UPM
  • Autor: Mario Zannoni OCQPR, Reggio Emilia (Italy)

Research Group, Departaments and Institutes related
  • Creador: Departamento: Economía Agraria, Estadística y Gestión de Empresas