The value of typical products : the case of Prosciutto di Parma and Parmigiano Reggiano cheese
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This note has two goals. The first one is analysing the problems related to the presence of information asymmetry on
PDOIPGI marketed products and the role played by the "intermediate" institutions, i.e. Consortia, on their strategy.
The second goal consists in estimating the value that consumers attach to the European and Consortia labels
considering two famous POD products, namely Parmigiano-Reggiano cheese and Prosciutto di Parma (Parma ham),
and then in making considerations on the future strategies to be adopted.
The method to be used refers to the willingness of the consumer to pay. This method is usually used to determine the
values of public goods that, as such, have no price. In this case, the WTP is justified by the fact that the PDO label
can be considered a public good whose value depends on the ability to reduce the gap towards the consumer.
The study has been carried out considering a sample of consumers selected on the basis of income and social origin,
as well as on the indications supplied by the two Consortia involved.