An investigation into Italian consumers’ awareness, perception, knowledge of European Union quality certifications, and consumption of agri-food products carrying those certifications

Abstract

The present study investigated Italian consumers’ awareness, perception, knowledge of European Union (EU) quality certifications: Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), Traditional Specialty Guaranteed (TSG), and organic as well as the consumption of agri-food products carrying those certifications. A total of 212 consumers responsible for food purchases took part in a web-based survey between June and December 2019, inclusive. Descriptive statistics were calculated in relation to the data collected, followed by a factor analysis to reduce data dimensionality, and a cluster analysis on the latent variables generated, to identify similarities and differences among respondents. Awareness, perception, knowledge and consumption of agri-food products carrying EU quality labels has increased among consumers in recent years. The results related to the consumer’s knowledge of quality-certified products showed that more than half of respondents were able to spontaneously quote examples of PDO (76%), PGI (56%) and organic food products (73%) while only 33% of participants could name at least one TSG product. The general awareness of the guarantees offered by PDO and PGI certifications was also assessed in relation to production processes, the natural and human factors of a particular environment and the reputation and quality of a particular region. Cluster analysis showed that consumers with the highest education were most likely to value EU quality certifications and support their local economies. The information obtained have practical implications for marketing and communication of European certified food products at national and international level.

The Role of Promoting Agricultural and Food Products Certified with European Union Quality Schemes

“…Eco−Advocates, characterized by their environmental and ethical consumption priorities, and Les Connaisseurs, with their discerning appreciation for quality, find parallels in studies across Europe; [ 26 ] highlighted increased awareness and consumption of PDO, PGI, and organic products among Italian consumers, particularly those with higher education, mirroring the tendencies of the Eco−Advocates and Les Connaisseurs. This correlation underscores the pivotal role of education in enhancing the recognition and appreciation of certified products.…”

“…By drawing parallels between the Romanian consumer clusters and broader European consumer studies, it becomes evident that while consumer segments may exhibit unique national characteristics, underlying trends and preferences toward certification are largely shared. The findings from the literature, ranging from the studies by [ 26 ] and [ 47 ], highlight the critical role of education, digital engagement, and tailored marketing in enhancing consumer awareness, trust, and willingness to pay for EU-certified products.…”

“…These schemes not only ensure the protection of distinctive products but also establish a framework for producers to have their products recognized and effectively communicate their distinctive qualities to consumers. This process involves stringent rules and regulations laid down by the European Commission, ensuring the integrity and authenticity of the products [ 26 ].…”

“…In line with these aspects, a study conducted by [ 26 ] delves into Italian consumers’ awareness, perception, and awareness of EU quality certifications such as PDO, PGI, TSG, and organic labels. Conducted through a web-based survey with 212 participants, the study used descriptive statistics, factor analysis, and cluster analysis.…”

“…Notably, a significant portion of respondents recognized PDO, PGI, and organic products, though fewer could identify TSG products. The study [ 26 ] also assessed the understanding of the assurances provided by PDO and PGI certifications, highlighting that higher-educated consumers valued these certifications more and supported local economies. These insights have practical implications for market communication strategies of EU-certified food products, both nationally and internationally.…”