Expanding the PGI certification scheme as a marketing tool in the olive oil industry: a perspective on consumer behavior

Purpose: Recently, several regional protected geographical indications (PGI) have been introduced in Italy for extra virgin olive oil (EVOO) with the aim of coping with the substantial failure of protected designations of origin (PDO). This study aims to identify which characteristics consumers expect, in order to anticipate the market success. Design/methodology/approach: In this study, a survey has been used on a sample of consumers from Sicily, one of the first regions which recently developed a regional PGI for EVOO. Data have been analyzed with a rank-ordered logit model. Findings: Results yielded that consumers would accept this new product and their expectations correspond to a product with attributes such as: green color, not filtered, not with a sweet taste and with a known brand. A possible target can be represented by young men. Practical implications: The results obtained anticipate whether this product would be accepted and provides direct indications for producers who wish to enter the market with a PGI EVOO. Originality/value: This work focuses on consumer behavior toward products that are specifically certified with a recently introduced PGI label, and they still are not so common on the market.