Consumers’ perception towards quality certifications: is this the key to help rural areas’ resilience?

Abstract

The still ongoing COVID-19 pandemic and the current Russia-Ukraine war have deeply impacted the world, with aftermath that will long last. The whole EU food supply chain has been placed under unprecedented stresses and consumers are one of the most impacted stakeholders as, on the one hand, they have concerns related to price increase, and on the other they are attracted by certified food, characterized by a combination of environmental and human factors which are linked to a specific territory. Purpose: The purpose of this paper is to investigate in two different EU countries the extent to which voluntary quality marks such as Protected Designation of Origin (PDO) and Protected Geographical Identification (PGI) may influence consumers’ choices, trying to evaluate if their use can help the resilience of the agrifood supply chain. Research methods: The method consists of an empirical survey of young consumers in Italy and Poland. The sample groups were chosen from University students in both countries. A statistical evaluation of the differences found between the two sample groups is provided. The survey includes a preliminary qualitative research phase with personal dialogues useful for the formulation of the questionnaire, based on the real needs and expectations of consumers. Results: The answers are slightly different in the two analysed countries. In Poland, the COVID-19 pandemic has been perceived as an average factor of habits changes while the Russia-Ukraine conflict has not influenced shopping behaviours. For the Italians, instead, these two crises have not changed University students’ attitudes. The results show the importance of quality labels in consumer choice and the interest in PDO and PGI certifications which play a crucial role in the resilience of the rural economy by keeping those areas populated and rural traditions alive.