Willingness to pay for origin labelled products : a case study of Greek wine consumers
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The European Union has recognised the potential of differentiating quality products and services on a regional basis
and introduced Regulation 2081/92 concerning the protection of geographical indications and designations of origin
for agricultural products and quality foodstuffs. One of the main objectives of PDOs and PG ls is to enhance credibility
of the products in the consumers' eyes. A survey of consumers in the greater Athens area and at the urban centre of
the city of Patra collected information about consumer attitudes toward origin labelled wine. A dichotomous choice
model is used to identify socio-economic consumer characteristics influencing the willingness to pay for origin wine.
Results indicate that wine consumers' willingness to pay vary only according to social and demographic
characteristics. Mean willingness to pay was estimated using two alternative econometric specifications of the
dichotomous choice model. The results obtained indicate that non-quality wine consumers are willing to pay double
the price of a normal table wine bottle if the alternative has a guarantee of place of origin. Their decision is
dependent only upon education and place of origin. The models are compared and useful conclusions referring to
price policy for origin labelled wines are drawn.