Estimation of consumer’s willingness to pay for GI-tagged agricultural commodities: A conjoint analysis approach

Consumer preferences for food products are evolving due to various factors, promoting producers to differentiate their products through unique production methods and adhere to quality standards. Certifications, such as Geographical indications (GI), assist consumers in identifying distinct product attributes while safeguarding producers against unfair competition. Geographical indications products linked to specific regions are recognized for their unique qualities, with certifications like protected designation of origin (PDO) and protected geographical indication (PGI) ensuring quality and market distinction. However, using PGI labels on low-quality products can harm their reputation and diminish their ability to command a premium price. This study explores consumer preferences for GI-certified products, specifically Vripakshi Hill banana, Kodaikanal Hill garlic and Madurai Malli jasmine, in Dindigul and Madurai districts, India. This study surveyed 90 households to identify key attributes influencing consumer preferences. These include production method, quality and price premium for bananas and garlic. For jasmine, the significant factors are price, fragrance, flower size and shelf life. Findings show that GI certifications enhance product quality perception, with variations in attribute importance across commodities. Consumer awareness mainly comes from traditional sources, with consumption patterns differing by product. The study highlights how GI products can support sustainable agriculture, regional growth and market differentiation. It also stresses the importance of educating consumers to raise awareness and improve the competitiveness of these products.