Abstract The present study has the aim to assess how consumers perceive protected geographical indication and protected designation of origin (PDO/PGI) labelled food and their buying behaviour and its relation to the so called Attitude-Behaviour Gap (de Barcellos et al, 2011). For this, interviews will be addressed to consumers, responsible for 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. Marketing strategies from producers’ associations will be evaluated through semi-structured interviews addressed to market responsible at producers’ associations level. Conclusions will give some light on the consumer intention-behaviour gap towards traditional quality labelled products and its possible relation to marketing strategies at producers’ level. This could help local marketers to design marketing strategies to better promote PDO/PGI products. KeyWords: Consumer behaviour; Certified food products; Purchase Intention; Meat Quality Perception; Branding; Labelling.

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This publication is associated with the following record:

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