Brand proneness versus experiential effect? Explaining consumer preferences towards labeled food products

Consumers' fears and anxiousness, triggered by recent food scares and crises, and technological developments such as GMOs, have led to serious concerns about food safety, ever-increasing demands for quality assurance, more information about product origin food labels, and more particularly designation-of-origin labels, such as PDO (protected designation of origin) and PGI (protected geographic indication). Region of origin food labels have become increasingly frequent and apposed to a large variety of food products. The objective of this study is to analyze consumer preferences towards labeled food products on the basis of a consumer scanned data panel.