The aim of this work is to analyse the importance consumers attach to the geographical indication (GI) label compared to other key characteristics involved in the marketing of lamb meat. Our findings corroborate the significant association in consumers’ minds between the origin of lamb meat and the protected geographical indication (PGI). Nonetheless, it is worth noting that the consumer segments identified in this work attach greater importance to different characteristics of PGI lamb meat, which may be directly related to socioeconomic factors. In this sense, the less ethnocentric consumers, who have a higher income and higher level of education, show a greater preference for the breed of lamb, while the more ethnocentric consumers present a greater preference for brand name. The existing overlap between the preference for the PGI products and other attributes could mean that consumers would perceive similarly a product without PGI but including specific reference to all those attributes. In this regard, the PGI label may be serving to reduce search efforts and times.

这项工作的目的是分析与羊肉营销中涉及的其他关键特征相比，消费者对地理标志 (GI) 标签的重视程度。我们的发现证实了消费者心目中羊肉的来源与受保护的地理标志 (PGI) 之间的重要关联。尽管如此，值得注意的是，这项工作中确定的消费群体更加重视 PGI 羊肉的不同特征，这可能与社会经济因素直接相关。从这个意义上说，具有较高收入和较高教育水平的较少种族中心的消费者对羊肉品种表现出更大的偏好，而更多种族中心的消费者则对品牌名称表现出更大的偏好。对 PGI 产品的偏好与其他属性之间的现有重叠可能意味着消费者会以类似的方式感知没有 PGI 的产品，但包括对所有这些属性的具体参考。在这方面，PGI 标签可能有助于减少搜索工作量和时间。