This article presents a new experimental protocol for estimating consumers’ willingness-to-pay (WTP) for products involved in a reshuffle of geographical indications (GIs), e.g., a change of hierarchical levels within a restricted area. Although the collective reputation of a given GI depends on its temporal stability, reshuffling a GI area could make it better aligned with product quality or consumers’ perception. We first provide a simple theoretical model in which consumers put a negative value on within-GI quality variance, thereby showing that reshuffling the GI designation scheme may increase WTP without any change in product quality. Using the experimental protocol, we evaluate consumer perceptions of different reshuffling scenarios for the vineyards of Marsannay, Burgundy, France. The results reveal a significant increase in WTP for the current distribution of products’ quality. Elicited WTP values are then used to simulate the optimal GI reshuffle. (JEL Classifications: L66, Q18, Q28)

中文翻译：

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地理标志洗牌的支付意愿

本文提出了一种新的实验协议，用于估计消费者对涉及地理标志 (GI) 重新洗牌的产品的支付意愿 (WTP)，例如，限制区域内的等级变化。尽管给定地理标志的集体声誉取决于其时间稳定性，但重新调整地理标志区域可以使其更好地与产品质量或消费者认知保持一致。我们首先提供了一个简单的理论模型，其中消费者对 GI 内的质量差异给予负值，从而表明重新洗牌 GI 指定方案可能会在不改变产品质量的情况下增加 WTP。使用实验协议，我们评估了消费者对葡萄园不同洗牌场景的看法马赛奈，勃艮第，法国。结果表明，当前产品质量分布的 WTP 显着增加。然后使用引出的 WTP 值来模拟最佳 GI 重新洗牌。（JEL 分类：L66、Q18、Q28）