Values-based labeling has been promoted as a way to promote quality and competitiveness in food production. Geographical origin is one criterion that consumers use to to make food purchases based upon their beliefs, concerns and perceptions about the environment and agricultural and rural development. Through statistical analyses of data from the Eurobarometer 77.2 survey from 2012 this research identifies individual differences between Europeans from 27 countries (N = 26,593) and examines which factors influence the importance consumers place on geographic origin versus price, quality and brands of food. The study also tests whether concern about the environment or concern about rural development are more important in determining whether or not geographic origin is important to Europeans.
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