Signal et information imparfaite : quelle efficacité pour les indications géographiques ? : une application aux fromages AOP d’Auvergne

Abstract : Geographical Indications (GIs) designate a particular label used to ensure quality, origin and protect products from counterfeiting. They bind the quality and the reputation of a product to a territory and are very present in Europe, especially in France. At a time when consumers are demanding more transparency and informations about the origin of the goods they consume, valuing local products represents an important issue. In this thesis, we analyze consumers' willingness to pay for products under geographical indications by using the Kantar WorldPanel database, which includes data of purchases of French households. With a focus on Auvergne PDO cheeses, we work on the period 2008-2010, which represents the period of reform and restructuring of actors in the Auvergne PDO cheeses sector. In a first step, we carry out a meta-analysis in order to observe what the studies tell us about the subject. Knowing that the willingness to pay is a price premium, we estimate the dispersion and the price determinants of Auvergne PDO cheeses in a second step. Finally, in a third step, we answer to our main research question by estimating determinants of choices and the consumers' willingness to pay (WTP). Globally, we find that the geographical indication plays an important role in the minds of consumers during purchasing activities, but in order to be more effective, it must be accompanied by promotion strategies initiated by distributors and producers. Similarly attributes of product and conditions of distribution play a more important role in the decisions of purchases, with regard to, the characteristics of consumers. Finally, we note that consumers have WTPs very different from a PDO cheese from Auvergne to another, but all these WTPs converge towards a single price, which represents the expected price of consumers for these products.
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Jeannot Patrick Ngoulma Tang. Signal et information imparfaite : quelle efficacité pour les indications géographiques ? : une application aux fromages AOP d’Auvergne. Economies et finances. Université Clermont Auvergne, 2017. Français. ⟨NNT : 2017CLFAD019⟩. ⟨tel-02148696⟩

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