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The goal of this study is to understand if ethnocentrism exists at the sub-regional level among honey consumers living in the same production area as a protected designation of origin (PDO). Moreover, this analysis explores if ethnocentrism is influenced by individual economic conditions, among other socio-demographic characteristics.

A sample of 725 consumers was collected through the use of a questionnaire that was circulated in the province of Varese, one of the few honey PDO areas in Italy. The authors performed a principal component analysis and a two-step cluster analysis to identify different PDO honey consumer segments, focusing on their interest for PDO attributes.

The authors identified four consumer segments, depending on socio-demographic, consumption habits, frequencies, preferred attributes and preferences for the PDO product. One cluster exhibited strong preferences for the PDO honey, in the spirit of ethnocentrism, and was characterised by low-income levels; ethnocentric preferences were also observed in another cluster that had a different socio-economic profile.

Honey is a niche product and not universally diffused among consumers: further analyses should investigate sub-national ethnocentrism for more universal food products. Yet, through the inspection of the different profiles found, it was possible to devise marketing strategies to boost PDO honey purchasing and to bring consumers closer to PDO products.

This analysis considers ethnocentrism as a segmentation criterion for PDO honey consumers that live in the very same PDO honey production area and enriches the existing literature on the relationship between ethnocentrism and individual economic status.

The purpose of this paper is to analyze the perceived quality of two traditional food products with protected designation of origin (PDO). Specifically, we study the influence of perceived quality of intrinsic attributes (e.g. colour, flavour, smell, appearance) and extrinsic attributes (e.g. brand, denomination of origin, and image of traditional product) on consumer satisfaction, loyalty and purchasing intention.

Data were obtained using a structured questionnaire to consumers of both food products. After the fieldwork, a screening process was performed to obtain 223 (olive oil) and 251 (air‐cured ham) valid questionnaires. Structural equations model was applied to relate the perceived extrinsic and intrinsic quality with satisfaction, loyalty and purchasing intention.

In relation to the influence of intrinsic and extrinsic quality attributes we have found. First, for the new PDO of olive oil, the results reveal the existence of a significant influence of intrinsic perceived quality on satisfaction and loyalty. Nevertheless, no evidence has been found to support the link of extrinsic attributes on satisfaction and loyalty. Second, for the consolidated PDO of air‐cured ham our results show that the influence of intrinsic perceived quality on satisfaction and loyalty are not significant. In contrast, the influence of extrinsic perceived quality is significant in this case.

The results of this paper suggest the need to promote and increase the consumer knowledge of brands protected under the PDO and specially the PDO itself.

This paper analyzes the quality concept, adopting a double dimensional perspective (intrinsic and extrinsic attributes).

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.

Based on the social exchange theory, this study explores the mechanism of leader–subordinate power distance orientation (PDO) congruence with employees' taking charge behavior (TCB) and also verifies the moderated mediation effect of employees' promotion regulatory focus (PROM-F) on leader–subordinate PDO congruence and on employees' TCB through trust in the leader (which is the mediator).

Based on 296 questionnaires from 46 teams of Chinese enterprises, the authors use cross-level polynomial regressions and response surface techniques to analyze the effect of leader–subordinate PDO congruence on employees' TCB and use the block variable technique to test the mediating effect of trust in the leader.

(1) When leader–subordinates' PDO is congruent, the leader–subordinate low-low PDO matching pattern leads to more employees' TCB than the leader–subordinate high-high PDO matching pattern. (2) When leader–subordinate PDO is incongruent, the leader–subordinate low–high PDO matching pattern will lead to more TCB than the high-low PDO pattern.

(1) Encourage and promote the development of diverse cultures in enterprises. (2) Respect the power and status of employees and encourage a low-PDO leadership style. (3) Increase credibility by developing and establishing a good corporate leader image.

(1) The unique background of this survey offers important cross-cultural information on the effects of leader–subordinate PDO congruence. (2) The results of this research enrich the theoretical understanding of the factors that influence TCB. (3) Reveal the internal mechanisms of CPD congruence with TCB and demonstrate an indirect effect of trust in leader. (4) The discussion of the moderating role of employee's PROM-F will also deepen the understanding of the exchange relationship between leaders and subordinates.

Protected designation of origin (PDO) and protected geographical indication (PGI) products form the core of the European Union (EU) quality food policy. Low and fragmented logo recognition perils the entire plan. This work aims to provide a “classification” of European consumers as regards logo awareness based on generic demographic and socio-economic characteristics and to test hypotheses relating PDO awareness with the purchasing behaviour of consumers.

The work utilises publicly available pan-European databases collected from Eurobarometer in four rolling surveys from 2012 to 2017. The statistical analysis exploits the spatially nested nature of the data.

The “logo aware” consumer is distinctively different from the average representative European consumer. A range of demographic, human capital and socio-economic characteristics and behavioural and attitudinal traits differentiate the consumers who are aware of the logo. Country and region effects are vital.

Benefits of large and representative samples accrue by utilising available Eurobarometer surveys. This comes at a cost. The individual researcher has no control over the questions included in the questionnaire.

Consumer classification forms the basis of awareness-raising strategies. It reveals the numerous segments of aware and non-aware consumers and opens a discussion about tools and methods to reach out to the European consumer.

This analysis holds an exact pan-European perspective and incorporates consumers' characteristics, behaviour, attitudes and country and region effects.

The paper aims at investigating whether and how the product designation of origin (PDO) label influences consumers' acceptance, attributes' perception and purchase intention of PDO foods.

The study employs an experimental lab study based on the affective test of acceptance methodology with a nine-point hedonic scale. Three PDO foods are compared with similar non-PDO samples concerning cheese, cured ham and olive oil categories.

The presence of PDO labels enhances the consumers' acceptance as well as their perception of sensory attributes. A critical role of the brand name as an enhancer of consumer acceptance also emerges, highlighting the relationship between brand-name and PDO label.

The main limitation is related to the lab study methodology, which employs a small number of participants and occurs far from a “normal” situation of consumption. The acceptance test, moreover, does not provide explanations about motives underlying the differences in consumers' perception and preferences.

Practical implications are suggested for food companies concerning the management of both PDO labels and brand strategies and the product's properties that could improve the sensory perception of consumers and their overall product's acceptance.

The study contributes to the debate on consumer behaviour towards PDO foods by adding evidence about the positive influence of such a certification on individual preferences on the basis of a sensory methodology that has been little employed for studying the domain of product certifications.

The purpose of this paper is to identify the communication patterns adopted by special organisations, called Producers’ Consortia, to promote Protected Designation of Origin (PDO) products. In particular, the paper analyses the key differences among the communication patterns in terms of the task assigned to communication, the communication tools employed to convey key messages to customers and the amount of the budget allocated to the mix of communication.

The authors analysed the communication activities conducted by all the Italian Consortia (112 in total) over a period of four years. A centred log-ratio transformation (clr) was applied to make the compositional data treatable in the Euclidean space. A clustering procedure was then followed to identify the different communication patterns adopted by the Consortia. The authors adopted an analytical framework where different communication patterns of Consortia are identified by the mostly used types (traditional advertising, public relations and digital communication) and the corresponding aimed consumer response (i.e. awareness, attitude and engagement).

This paper identifies four relevant and different communication patterns that co-exist in the Italian PDO market. Each pattern responds to a different logic and focusses on a specific task assigned to communication: to increase the awareness of the PDO label, to improve the attitude towards the PDO products and to enhance the engagement with the PDO’s values.

PDO products are key assets of a growing relevance for the European agri-food industry and consumer education is at the very core of the PDO labelling system. By law, the Consortia are in charge of the crucial task of communicating to customers. This research suggests that the communication of PDO is a complex activity that requires a careful choice of the right communication mix. Different patterns are driven by specific logic and are suitable for Consortia with different characteristics. Future research could complete the results of this study using a qualitative analysis of the content of communication activities. Caution should be used when generalising these findings to markets that present relevant differences in consumer food culture.

This research identifies some possible communication mixes that managers of the Consortia can adopt to promote PDO products and some options that can guide the development of their communication activities over time.

This work adds value to the literature on food marketing, and more specifically on food communication, by analysing the yet underexplored issue of how PDO products can be promoted in the “post-modern” food consumption era.

The purpose of this paper is to analyse the moderating effect of consumer involvement level in the influence exerted by perceived quality on consumer perceived risk, trust, satisfaction and loyalty. The paper seeks to conduct this analysis for a protected designation of origin (PDO) food product, the cured ham “Jamón de Teruel”. This analysis aims to distinguish perceived quality in terms of intrinsic and extrinsic attributes of PDO.

Data were obtained using a structured questionnaire. Specifically, consumers were asked to indicate their level of agreement or disagreement with a series of statements based on a seven‐point Likert scale. After completion of fieldwork, an analytic process (exploratory and confirmatory reliability analysis) was performed to obtain 441 valid questionnaires. A multi‐sample model was applied to analyse the effect level of consumer involvement in the proposed model.

The results suggest that the influence of quality attributes on consumers' perceived risk, trust, satisfaction and loyalty is substantially different between consumers with a high involvement level and consumers with low involvement. In addition, substantial differences were also found in the influence of intrinsic and extrinsic quality attributes on the model being analysed. The results of the analysis show that for the group of highly involved consumers the influence of both intrinsic and extrinsic perceived quality on the consumers' loyalty level is clearly higher.

Managers of PDO food products need to understand how consumer involvement level regarding their products influences consumers' decision‐making processes. Thus, PDO managers should take advantage of the situation that those highly involved consumers in this kind of product are more receptive to their advertisements. Moreover, promotion of PDO food products based on the quality, tradition and know‐how of certain brands may make the consumer reach higher attention levels in an easier manner, so that their loyalty levels towards the brands will be reinforced.

The paper analyses the moderating effect of consumer involvement of a traditional PDO food product. There is a lack of literature that focuses on the influence of consumer involvement of food products in consumer behaviour patterns. The paper tries to advance this important research line.

Climate change during the next century is likely to significantly influence forest ecosystems in the western United States, including indirect effects on forest and shrubland fire regimes. Further exacerbation of fire hazards by the warmer, drier summers projected for much of the western U.S. by climate models would compound already elevated fire risks caused by 20th century fire suppression. This has potentially grave consequences for the urban–wildland interface in drier regions, where residential expansion increasingly places people and property in the midst of fire-prone vegetation. Understanding linkages between climate variability and change, therefore, are central to our ability to forecast future risks and adapt land management, allocation of fire management resources, and suburban planning accordingly. To establish these linkages we review previous research and draw inferences from our own retrospective work focused on 20th century climate–fire relationships in the U.S. Pacific Northwest (PNW). We investigated relationships between the two dominant modes of climate variability affecting the PNW, which are Pacific Decadal Oscillation (PDO) and El Niño/Southern Oscillation (ENSO), and historic fire activity at multiple spatial scales. We used historic fire data spanning most of the 20th century for USDA Forest Service Region 6, individual states (Idaho, Oregon, and Washington), and 20 national forests representative of the region's physiographic diversity. Forest fires showed significant correlations with warm/dry phases of PDO at regional and state scales; relationships were variable at the scale of individual national forests. Warm/dry phases of PDO were especially influential in terms of the occurrence of very large fire events throughout the PNW. No direct statistical relationships were found between ENSO and forest fires at regional scales, although relationships may exist at smaller spatial scales. However, both ENSO and PDO were correlated with summer drought, as estimated by the Palmer Drought Severity Index (PDSI), and PDSI was correlated with fire activity at all scales. Even moderate (±0.3°C decadal mean) fluctuations in PNW climate over the 20th century have influenced wildfire activity based on our analysis. Similar trends have been reported for other regions of the western U.S. Thus, forest fire activity has been sensitive to past climate variability, even in the face of altered dynamics due to fire suppression, as in the case of our analysis. It is likely that fire activity will increase in response to future temperature increases, at the same or greater magnitude as experienced during past climate variability. If extreme drought conditions become more prevalent we can expect a greater frequency of large, high-intensity forest fires. Increased vulnerability to forest fires may worsen the current fire management problem in the urban–wildland interface. Adaptation of fire management and restoration planning will be essential to address fire hazards in areas of intermingled exurban development and fire-prone vegetation. We recommend: (1) landscape-level strategic planning of fire restoration and containment projects; (2) better use of climatic forecasts, including PDO and ENSO related predictions; and (3) community-based efforts to limit further residential expansion into fire-prone forested and shrubland areas.

Using a generic cheese as an anchor product, in this study consumers' preferences for different EU quality schemes have been investigated. Specifically, the study aims to understand whether “Protected Designation of Origin” (PDO), “Organic” and “Mountain Product” labels are independent or if there are some synergies existing between them, questioning – at the same time – whether this alleged exchange of value plays a positive or negative role in terms of consumers' willingness to pay.

A discrete choice experiment (DCE) was conducted on 600 Italian consumers performing a random parameter logit model. The respondents were representative of the Italian population in terms of age, gender and geographical distribution. Consumers' preferences for the presence of “Organic” and “Mountain product” labels were assessed in the DCE, together with the effect of price, for both PDO and generic cheeses.

Consumers are willing to pay a premium in price for “Organic” and “Mountain Product” per se, for cheese with and without the PDO denomination. Considering the interaction effects, results showed that the combined use of “Organic” and “Mountain Product” labels do not decrease consumers' intention to buy. However, when applied on a PDO product, these attributes generate a lower consumers' willingness to pay in comparison with the generic ones, highlighting a possible overlapping between them.

Despite the abundant literature on EU quality schemes in many food categories, this study represents one of the first attempts to measure the interaction effect between different EU quality schemes.