Does PDO/PGI Labels Contribute to Consumers’ Intention to Buy Premium Private Labels Products? An Empirical Survey

Abstract

The paper focuses on a specific Premium Private Label (PPL), featured by a double branding: the retailer premium brand and the Protected Designation of Origin (PDO)/Protected Geographic Indication (PGI) label. Specifically, the study investigates if the use of an EU quality label might contribute in enhancing the intention to buy the PPL (PPLINTB), through the mediating role of PPL perceived quality (PPLQ) and attitude towards PPL products (PPLATT). The paper contributes to the literature on store brands and quality labels giving empirical evidence to the positive impact of EU quality labels on the PPL. The role of PDO/PGI labels is evaluated through three constructs: the brand guarantee they offer (PDO/PGILG), their role as products supporting the local economy (ES), their perception as authentic local products (AUT). A survey was performed on a sample of retail customers. Our hypotheses were confirmed applying SEM, apart from the impact of AUT. PPLQ resulted as the main antecedent of PPLATT, followed by the PDO/PGI label guarantee (PDO/PGILG). PPLQ, ES and PPLATT mediate the indirect effects of the PDO/PGI labels on the PPLINT.