摘要 : The geographical origin of foods is claimed to affect the ways in which consumers perceive and value foods. Food origin provides cues to consumers regarding quality and sensory properties. This study used a valuation experiment to... 展开 The geographical origin of foods is claimed to affect the ways in which consumers perceive and value foods. Food origin provides cues to consumers regarding quality and sensory properties. This study used a valuation experiment to determine hedonic scores and consumer willingness to pay in relation to the product origin and sensory properties. Spelt (a wheat-like grain) was packaged and labelled to indicate its geographical origin (Garfagnana, Tuscany and Italy) and consumer responses were measured. Results showed that the narrower and more precisely defined the area of origin the higher the quality expectation from consumers, which supports the role of food origin as a quality cue. It is reported that consumers were also more likely to pay a higher price for spelt that originated from a precisely defined region. 收起