Food labels, and more particularly geographical indication labels, such as PDO2 or PGI3 have\r\nbecome increasingly frequent in response to recent food crises and technological developments\r\nsuch as GMO�s. They are expected to offer food safety guarantees due to their traceability and\r\nauthentication as well as high organoleptic qualities linked to their origin. They are likely to\r\naffect the consumer within the same manner than sensory brands do.\r\nThe purpose of this paper is to examine to what extent a food product with a region of origin\r\nlabel, considered as a specific sensory brand, affects consumer preferences in comparison with\r\nan official quality label such as PDO or PGI labels.\r\nFrom qualitative and quantitative data analyses we conclude that food products with regional\r\nreference could affect consumer preferences with a larger extent than food products protected\r\nby official labels. Emotional experience has been found to affect the group involving those who\r\nprefer regional food products more considerably than the other factors.
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