Pachino tomato: what is worth more the brand or the territorial reputation?

Author/s Antonio Stasi, Vittoria Pilone
Publishing Year 2014 Issue 2013/2 Language Italian
Pages 16 P. 27-42 File size 705 KB
DOI 10.3280/REA2013-002002
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Geographical Indications certify the link between quality of some agro-food productions and their territory. For these products the premium price is derived from both certification and reputational effect of the territory, since there are products without Geographical Indication that have a rent associated with the area of production. With the case study proposed in this paper the separate effect of these two factors is measured. The analysis is focused on "tomato from Pachino" with brand of protected geographical indication (PGI). The survey is conducted over a random sample of 700 consumers living in Italy. Results shows that consumers pay a higher price for "tomato from Pachino PGI" than price paid for product with only indication of area of production. Neverthelerss, a lack of knowledge about the meaning of PGI brand is observed. The analysis is completed by segmenting the market, allowing the identification of consumers more likely to buy certified product.

Le indicazioni geografiche certificano il legame esistente tra la qualità di talune produzioni agro-alimentari e il loro territorio di produzione. Per tali prodotti il premium price ricevuto è in parte legato alla presenza del marchio di tipicità, in parte alla reputazione stessa del territorio considerando l’esistenza di casi in cui pur in assenza di un marchio di tipicità vi è una elevata reputazione territoriale. Con il caso studio proposto si è inteso valutare l’effetto disgiunto di questi due fattori. L’analisi è stata focalizzata sul Pomodoro di Pachino IGP attraverso un’indagine che ha coinvolto 700 consumatori intervistati su tutto il territorio italiano. I risultati dell’indagine evidenziano maggiore disponibilità a pagare per il prodotto certificato IGP. Tuttavia l’elevato premium price riconosciuto alla sola indicazione della provenienza geografica lascia presuppore una scarsa consapevolezza da parte dei consumatori circa il significato del marchio IGP. L’analisi è stata completata da una segmentazione del mercato che ha consentito di identificare i consumatori più propensi ad acquistare prodotto certificato.

Keywords: Geographical indication, choice model, tomatoes from Pachino, consumer behaviour

Jel codes: Q13, Q18, L15

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Antonio Stasi, Vittoria Pilone, Il Pomodoro di Pachino: vale più il marchio o la reputazione del territorio? in "RIVISTA DI ECONOMIA AGRARIA" 2/2013, pp 27-42, DOI: 10.3280/REA2013-002002