How Much Do Consumers Value PDO Certifications? Estimates of WTP for PDO Dry-Cured Ham in Italy
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This study investigates consumers’ preferences and WTP for PDO certifications. First, the paper
proposes the use of a new index in food studies to measure WTP. We focus on dry-cured ham in
Italy. Our results add a geographical dimension to studies of consumer preferences by providing
evidence of the existence of differences based on place of residence. Consumers who live in the
same area where certified ham is produced are willing to pay a lower premium price than
consumers living farther away are willing to pay: the closer consumers live to the area of production
of the certified product, the less they refer to extrinsic certification cues.