The adoption of different quality assurance schemes, such as the Protected Denomination of Origin/Geographical Indication (PDO/PGI) by the European Union, has been a response to the growing demand for certified quality food products among consumers. Tries to offer some more insights into the effectiveness of the PDO scheme and its acceptance by the consumer. The use of conjoint analysis in exploring Greek consumers’ willingness to pay (WTP) for PDO apples from the area of Zagora, Central Greece, has been selected as one of the most appropriate approaches to that target. Opens with a brief theoretical background presentation on the concepts of food quality and labelling. Proceeds with a detailed description of the research methodology, focusing on the WTP measurement method through the use of conjoint analysis, the identification of segments based on the importance consumers attach to the PDO label and the development of their profiles. Finally, concludes with some thoughts regarding the managerial implications of the findings, the limitations of the survey and the suggested research extensions.
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