Evidence on the Value of EU Quality Certification Schemes. The Case of Dry-cured Ham in Spain

Consumer’s preferences for cured ham are investigated with conjoint analysis. A mixed rank-ordered logitmodel which allows the investigation for heterogeneous preferences and its sources is estimated. In particular, weanalyse to what extent consumers’ socio-demographic traits affect their price-sensitiveness and whether consumer’ssensory (hedonic) valuations and attitudes towards ham with a Protected Designation of Origin (PDO) affect thepreferences for specific attributes. The results show that consumers with a low-medium age and income are moreprice sensitive. Consumers more leaned sensorially towards the own regional product (with or without PDO), aremore inclined to purchase this product, and consumers with a more favourable attitude towards PDO ham, are alsomore prone to purchase cured ham with quality certification in comparison with a product without PDO.Accordingly, the PDO scheme attracts a segment of consumers, but still the origin by itself is a more powerful signalof quality.