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How Much Do Consumers Value PDO Certifications? Estimates of WTP for PDO Dry-Cured Ham in Italy

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  • Garavaglia, Christian
  • Mariani, Paolo
Abstract
This study investigates consumers’ preferences and WTP for PDO certifications. First, the paper proposes the use of a new index in food studies to measure WTP. We focus on dry-cured ham in Italy. Our results add a geographical dimension to studies of consumer preferences by providing evidence of the existence of differences based on place of residence. Consumers who live in the same area where certified ham is produced are willing to pay a lower premium price than consumers living farther away are willing to pay: the closer consumers live to the area of production of the certified product, the less they refer to extrinsic certification cues.

Suggested Citation

  • Garavaglia, Christian & Mariani, Paolo, 2015. "How Much Do Consumers Value PDO Certifications? Estimates of WTP for PDO Dry-Cured Ham in Italy," 145th Seminar, April 14-15, 2015, Parma, Italy 200376, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa145:200376
    DOI: 10.22004/ag.econ.200376
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    2. Maria Cecilia Mancini & Filippo Arfini & Mario Veneziani & Erik Thévenod‐Mottet, 2017. "Geographical Indications and Transatlantic Trade Negotiations: Different US and EU Perspectives," EuroChoices, The Agricultural Economics Society, vol. 16(2), pages 34-40, August.

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    Agricultural and Food Policy; Community/Rural/Urban Development; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;
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