Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market

• Published in: European review of agricultural economics Vol. 38; no. 2; pp. 193 - 212
• Main Authors: Menapace, Luisa, Colson, Gregory, Grebitus, Carola, Facendola, Maria
• Format: Journal Article
• Language: English
• Published: Oxford Oxford University Press and the Foundation for the European Review of Agricultural Economics 01-06-2011; Oxford Publishing Limited (England)
• Subjects: Agricultural economics; consumer preferences; country of origin labeling; European Union; exports; food labeling; Imports; markets; Olive oil; Studies; Willingness to pay; Wines; Canada
• ISSN: 0165-1587; 1464-3618
• DOI: 10.1093/erae/jbq051

Geographical origin labels are important information and marketing tools and have recently become a central component of EU agricultural promotion. We consider demand in a non-EU export market for two distinct label types: country of origin (COO) and geographical indications (GIs). Additionally, two types of GIs, 'protected designations of origin' (PDOs) and 'protected GIs' (PGIs) are considered. Empirical findings indicate consumers' willingness to pay varies with the oil's COO and is greater for GIs than for non-GIs from a given country. Weaker evidence that consumers value PDOs more than PGIs is also found.