Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market
研究了加拿大消费者对橄榄油上国家来源和欧盟地理标志标签的支付意愿，发现消费者更愿意为有地理标志的产品付高价，且不同国家来源影响支付意愿。
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.