The Region of origin of food products affects consumer valuation in two different ways. First, origin can act as a quality cue hinting to other characteristics of the good. Secondly, origin can affect directly the value of food due to its symbolic or affective role. This study was carried out in order to investigate the direct effect of geographical origin when the size of the area of origin shrinks and its definition becomes more precise. A valuation experiment was designed to assess the impact of origin on consumer evaluation and to analyse how it relates to WTP and hedonic scores. A well-known specialty food-spelt-that originates from three concentric areas-Garfagnana (a small valley of the Apennines), Tuscany and Italy-was chosen as a case study. Both hedonic and monetary evaluations were elicited from 77 subjects after blind tasting condition, looking at labels only and finally tasting a labelled product. Results reveal that, in the case of spelt, the narrower and more precisely defined the area of origin the higher the quality expectation of consumers supporting the role of origin as a quality cue. A direct impact of origin on willingness to pay was also found.

PurposeThe purpose of this paper is to present the methodology adopted and the main results achieved by an exploratory study on consumers perception of wine packaging.Design/methodology/approachThe research was designed to elicit the relevant dimensions through which consumers perceive and describe differences between bottles of wine. In order to allow respondents to freely express their perceptions without suggesting a priori descriptive category/dimensions a repertory grid (RGT) approach was followed. A sample of 30 consumers were asked to analyse differences across 11 bottles and to summarize them in descriptive bipolar constructs. The results were analysed performing a consensus procrustes analysis. An innovative feature of this study was the analysis of complete transcriptions of interviews to better understand the meaning assigned by consumers to descriptive constructs.FindingsThe attributes of bottles and labels represent the main factors underlying wine packaging perceptions. These characteristics are the very first “signal” perceived looking at bottles. Consumers use them to define more abstract “constructs” (as distinction or tradition) they use while assessing alternative products and choosing among them. From a methodological point of view, this study confirm the interest of combining RGT and content analysis as a tool for explorative research in marketing.Originality/valueResults seem to be a suitable basis for a survey on a representative sample directed to model the preferences about packaging features. Moreover, the analysis of preferences could be improved within a qualitative perspective, using laddering techniques of interview to elicit the hierarchical structure of motivation linking characteristics, attitudes consumers’ values.

One of the main functions of geographical indications (GIs) is to provide information and quality to consumers. This, in turn, can generate benefits for producers and stimulate rural development processes, as advocated by European Union (EU) legislation. The objective of the present study is to understand if the theorized effects of GIs on local economic development are supported by empirical evidence. Using a systematic approach, we reviewed the literature on the topic and structured the results of the review adopting a supply chain framework. This allows us to better understand how the effects of GIs are distributed among the chain actors and finally arrive at the local territories where GI products originate. Evidence shows that GIs are actually able to generate value added, especially at the consumer and retailer levels, while the effects on the economic performance of producers are more heterogeneous and dependent on specific local conditions. The review also highlighted some drawbacks in the literature that make it difficult to draw robust conclusions about the actual impact of GI policy at the European level. Therefore, despite the GI tool actually showing good potential for improving local economic conditions, more structured and focused research is needed.

No abstract