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In the context of a profusion of quality indicators characterizing the agri-food sector, the originality of this paper is to evaluate consumers’ willingness to pay (WTP) for the organic farming label (Organic), depending on whether the product benefits from a protected designation of origin (PDO) or not. The study is conducted using consumer purchase data from 2017 in the French cheese market. Our results show that official quality signs are perceived as reflecting superior quality for consumers (positive WTP), particularly for the Organic label (between 30% and 95%). The effect of the PDO is heterogeneous across the market segments studied. Consistent with the literature, the higher the perceived quality of the PDO product, the weaker the effect of the organic label on the price. Complementary effects may appear when the PDO alone is weakly differentiating.

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PDO and Organic: Consumers’ Willingness to Pay for Combined Labels

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  • 出版模式：

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  • 发表日期：

    2025年

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  • Tifenn Corre,
  • Sylvette Monier-Dilhan,
  • Julie Regolo

摘要

In the context of a profusion of quality indicators characterizing the agri-food sector, the originality of this paper is to evaluate consumers’ willingness to pay (WTP) for the organic farming label (Organic), depending on whether the product benefits from a protected designation of origin (PDO) or not. The study is conducted using consumer purchase data from 2017 in the French cheese market. Our results show that official quality signs are perceived as reflecting superior quality for consumers (positive WTP), particularly for the Organic label (between 30% and 95%). The effect of the PDO is heterogeneous across the market segments studied. Consistent with the literature, the higher the perceived quality of the PDO product, the weaker the effect of the organic label on the price. Complementary effects may appear when the PDO alone is weakly differentiating.