Purpose

Protected designation of origin (PDO) and protected geographical indication (PGI) products form the core of the European Union (EU) quality food policy. Low and fragmented logo recognition perils the entire plan. This work aims to provide a “classification” of European consumers as regards logo awareness based on generic demographic and socio-economic characteristics and to test hypotheses relating PDO awareness with the purchasing behaviour of consumers.

Design/methodology/approach

The work utilises publicly available pan-European databases collected from Eurobarometer in four rolling surveys from 2012 to 2017. The statistical analysis exploits the spatially nested nature of the data.

Findings

The “logo aware” consumer is distinctively different from the average representative European consumer. A range of demographic, human capital and socio-economic characteristics and behavioural and attitudinal traits differentiate the consumers who are aware of the logo. Country and region effects are vital.

Research limitations/implications

Benefits of large and representative samples accrue by utilising available Eurobarometer surveys. This comes at a cost. The individual researcher has no control over the questions included in the questionnaire.

Practical implications

Consumer classification forms the basis of awareness-raising strategies. It reveals the numerous segments of aware and non-aware consumers and opens a discussion about tools and methods to reach out to the European consumer.

Originality/value

This analysis holds an exact pan-European perspective and incorporates consumers' characteristics, behaviour, attitudes and country and region effects.

中文翻译：

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消费者对欧盟受保护的原产地标记徽标的意识

目的

受保护的原产地名称（PDO）和受保护的地理标志（PGI）产品构成了欧盟（EU）优质食品政策的核心。低而分散的徽标识别会危害整个计划。这项工作旨在根据通用的人口统计和社会经济特征对欧洲消费者的徽标意识进行“分类”，并检验将PDO意识与消费者的购买行为相关的假设。

设计/方法/方法

这项工作利用了从2012年到2017年进行的四次滚动调查中从Eurobarometer收集的公开泛欧数据库。统计分析利用了数据的空间嵌套性质。

发现

“了解徽标”的消费者与普通的具有代表性的欧洲消费者截然不同。一系列的人口，人力资本和社会经济特征以及行为和态度特征使意识到徽标的消费者与众不同。国家和地区的影响至关重要。

研究局限/意义

通过使用现有的欧洲晴雨表调查，可以获得大量具有代表性的样本的收益。这是有代价的。单个研究人员无法控制问卷中包含的问题。

实际影响

消费者分类是提高意识策略的基础。它揭示了众多有意识和无意识消费者的细分市场，并展开了与欧洲消费者接触的工具和方法的讨论。

创意/价值

该分析具有精确的泛欧洲视角，并结合了消费者的特征，行为，态度以及国家和地区影响。