The present study has the aim to assess how consumers perceive protected geographical indication and protected designation of origin (PDO/PGI) labelled food and how these quality labels influences their buying behaviour when compared with region of origin labelling. For this, interviews will be addressed to consumers, responsible for household food purchase, in major retail points in Lisbon. Retail points are to be chosen according to area and size. Interviews days will be chosen according day of the month and week day to be representative of costumers shopping habits. It is to be evaluated what has more influence on consumer decision making: if quality labels or region/country of origin indication. Conclusions will give some light on the consumer awareness towards traditional quality labelled products and its possible influence on purchase decision making at point of purchase. This could help local marketers to design marketing strategies to better communicate PDO/PGI products or, on the other hand to label according to region of origin.

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Consumer behaviour; Certified food products; Purchase Intention; Branding; Labelling, Decision-Making, Region-of-origin

This talk is associated with the following record:

• Purchase intentions and behaviour for quality labelled PGI/PDO brands