Familiar worldwide: how PDO products reflect quality in consumers' appraisal and behaviour

Abstract

PurposeThe present study focuses on the role of PDO certification in fostering the quality perception of certified-food consumers – highlighting the difference between quality brands and environmental labels. The case study of Mozzarella di Gioia del Colle DOP was taken into consideration to evaluate the opportunity of supporting a food product suitable for all families and promoting it worldwide through a quality certification.Design/methodology/approachThe authors made a qualitative analysis on local Apulian consumers and, for testing our hypotheses, structural equation models were applied to evaluate the effect of familiarity on the relationships between perceived risk, trust, satisfaction, loyalty, resolution to pay a higher price and intent to purchase a Protected Designation of Origin (PDO) certified food product.FindingsThe authors observed managerial implications which seek to improve the collaborative network between the subjects employed in the phases of the production process, the stakeholders and the consortia, in order to plan a holistic development territorial strategy. It is useful to start a process of knowledge and evaluation of the benefits of the quality mark in the territory of origin of the PDO food product.Research limitations/implicationsThe authors provided theoretical and managerial implications which aim at improving the collaborative network between the subjects employed in the phases of the production process, stakeholders and consortia, in the outlook of territorial development strategies.Originality/valueAccording to the analysis of the theoretical background, the opportunity to recognise the origin of a certain product allows the consumer to easily appreciate its intrinsic quality, relating a combination of factors to the territorial matching. It also focuses on the analysis of a different feedback at a local level from consumers, showing a lower intention to pay by consumers living in the same area where the PDO product comes from rather than other food goods.