AOP et AB : quelle disposition à payer des consommateurs pour la double labellisation ?

– In a context of proliferation of quality labels in the agri-food sector, our study proposes an original analysis of consumers’ willingness to pay for the or- ganic label on cheeses depending on whether or not the product is under protected designation of origin (PDO). We use cheese purchase data from French con- sumers in 2017. We find that consumers are willing to pay more for products with official quality signs, in par-ticular for the organic label (30% to 95% more). The PDO impact on prices is heterogeneous depending on the market segment. In line with the literature, we find that the higher the perceived quality of the PDO prod- uct, the lower the organic label effect on its price. Our results also suggest a complementarity effect when PDO products are weakly differentiated.