engleski

The case of the PDO and PGI labels in the Croatian market

The PDO/PGI labels are considered to be a significant cue in consumer choice behavior because they have a significant effect on consumer product evaluation (Scholer, 1965 ; Al- Sulaiti and Baker, 1998) and are important in buying decisions (Beverland and Lindgreen, 2002). Food producers and retailers respond to these changes by modifying and extending the variety of their food products (OECD, 1997). The use of Protected Denomination of Origin/Protected Geographical Indication (PDO/PGI) labels by food producers has become a marketing strategy very similar to branding. Such labels provide consumers with information on the area of production and thus imply originality and authenticity. Moreover, a total of XX Croatian food products have been approved by the EU. Given that the PDO/PGI scheme concerns products complying with strict regulations, it results in enhanced product value ; a PDO label makes a product more easily accepted by consumers. Furthermore, it transforms its quality characteristics from credence to search and decreases consumer risk regarding the quality of the regional product (Peri and Gaeta, 1999). This research is a first step towards outlining the profile and motives of Croatian producers concerning their PDO/PGI food production practices. Before discussing the methodology and findings, the literature on PDO/PGI labels is considered, with particular attention to literature from a developing and transitional economies’ perspective. The primary research method employed for the study was in-depth interviews with 18 producers of PDO olive oil and xx PGI Dalmatian prosciutto. Quotations from the interviewees are discussed as they relate to the theoretical background. The paper concludes with several observations drawn from the data as well as implications for managers and researchers.

Protected Designation of Origin, Protected Geographical Indication, Food products, Producers, Croatia

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