How quality labels shape consumer behavior: a study on orange preferences

This study investigates how quality labels influence consumer perceptions and preferences for citrus products, using the Arancia Rossa di Sicilia PGI as a case study. Based on data collected from a representative sample of Italian consumers, the analysis combines exploratory factor analysis and analysis of variance. Results identify three latent constructs explaining the total variance: “authenticity and origin”, “trust and certification” and “tangible features”. The analysis of variance revealed significant associations between knowledge of quality labels and willingness to pay more for quality-labeled products. Surprisingly, origin did not emerge as a significant factor. Overall, this study contributes original insights of the complex dynamics influencing consumer behavior in the orange market and provides actionable recommendations for producers, consortia, and policymakers seeking to enhance the effectiveness of labeling schemes and communication strategies in the fresh produce sector. • There is an association between quality labels, premium pricing, and consumer behaviors. • Authenticity, trust, and certification emerge as key factors in consumer decisions. • Packaging strategies for quality labeled products need to align with environmental concerns. • Consumer perceptions shaped by trusted sources, production standards, and geographic origin.