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

  • Elisa MartinelliEmail author
  • Francesca De Canio
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

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.

Keywords

Premium Private Labels (PPLs) PDO/PGI quality labels Attitude towards the PPL Intention to buy Grocery retailing 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Economics Marco BiagiUniversity of Modena and Reggio EmiliaModenaItaly

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