European consumers' cognition of geographical indications

37% consumers regard geographical indications as a guarantee of origin.

37% consumers regard geographical indications as quality assurance.

56% consumers regard geographical indications as the guarantee of origin and method.

17% of consumers associate geographical indications with tradition.

Consumers' willingness to buy geographical indication products

43% consumers are willing to pay a premium of 10% for geographical indication products.

8% consumers are willing to pay a 20% premium for this.

3% consumers are willing to pay a 30% premium for this.

Influence of Geographical Indications on Consumers' Purchase Intention

According to the survey, when Italian consumers choose Parmesargio cheese and Parmesan ham, they rarely choose according to the manufacturer's trademark, and most consumers choose products directly according to geographical indications.

When German consumers buy butter, their shopping decisions are based on: price 40%, origin mark 36%, trademark 24%; When buying potatoes, their shopping decisions are based on the price of 33%, the mark of origin of 40% and the trademark of 27%.

summary

Consumers recognize geographical indications as a guarantee and are willing to pay more for geographical indications. Geographical indications have surpassed trademarks and become an important factor influencing consumers to buy products. Therefore, we should pay attention to the use of geographical indications and special signs to improve the sales and prices of products.

Wang Yu

March 2022