Evolving consumer preferences: the role of quality labels in the orange market

This study examines consumers' purchasing behavior and preferences for oranges, with a particular focus on the “Arancia Rossa di Sicilia PGI”, an internationally renowned agri-food excellence, appreciated for its unique organoleptic characteristics and its thousand-year history linked to the Sicilian territory. The PGI (“Protected Geographical Indication”) certification system is a European Union official recognition, attesting to the geographical origin of the product and guaranteeing compliance with rigorous quality and production criteria. The PGI certification of the “Arancia Rossa di Sicilia PGI” therefore takes on crucial importance, providing a distinctive mark of quality and authenticity that differentiates the product on the national and international market. Through comprehensive data analysis, including exploratory factor analysis and analysis of variance, the paper aims to understand the factors that influence consumers' choices. The data have been collected through a structured quantitative online questionnaire, designed to investigate a series of aspects regarding consumer preferences toward PGI brand oranges and quality agri-food products. The questionnaire has been distributed to a large sample of orange consumers from Italy via online platforms, focused on the following variables: characteristics of “Arancia Rossa di Sicilia PGI” brand oranges; perceptions regarding the origin and consistency of the characteristics of the oranges; economic aspects linked to the purchase of quality agri-food products. The results of the analysis of variance indicate that the geographical origin of the product has a significant impact on consumer preferences, highlighting the importance of provenance in perceived value. In addition, the appearance of the oranges and their intended use (e.g., juice) emerge as significant purchase decision criteria. Factors such as price, advice from the greengrocer, and, surprisingly, the quality label, such as the PGI, do not significantly influence consumer choice. The exploratory factor analysis has revealed three main latent constructs explaining the total variance: intrinsic product qualities, economic considerations, and origin. Therefore, this study enhances the understanding of the complex dynamics influencing consumer behavior in the orange market and provides actionable recommendations for stakeholders to improve more targeted marketing and better product positioning.