Geographical indications, consumer segmentation and market performance: an assessment of extra-virgin olive oil in an emerging market

Purpose Geographical indications (GIs) and Denominations of Origin (DO) have been introduced worldwide under intellectual property rights agreements. In Chile, extra-virgin olive oil (EVOO) produced in Valle del Huasco holds this type of origin protection. This study analyzes the factors influencing EVOO consumption and the market performance of EVOO brands with and without DO labels. Design/methodology/approach Data were collected through a survey questionnaire and analyzed using cluster analysis to segment the market, and multidimensional scaling and logistic regression to assess brand performance. Findings Three consumer clusters were identified: value-seeking mainstream buyers, quality-oriented consumers and origin-proximate direct consumers. Consumers residing near producing regions value product origin, though only a small proportion appreciate DO labels specifically. DO brands outperform most non-DO brands but underperform the two market leaders. The most influential predictors of recommendation and purchase frequency vary by brand. However, DO status, contest prizes and consumer proximity to producing regions consistently emerge as relevant to consumers’ decision-making. Originality/value These findings provide a foundation for marketing strategies that promote EVOO, enhance sustainability, diversify product offerings and preserve regional cultural identity.