In the evolving landscape of food consumption, labels have become potent instruments for local producers seeking to set their products apart by emphasizing locality and provenance. These labels not only aid consumers in navigating markets dense with options but also address the inherent information asymmetry between producers and buyers. A recent study conducted in the Aragon region, published in Humanities and Social Sciences Communications, unveils compelling insights into how consumers value different food labels on fresh vegetables, offering a strategic blueprint for producers and researchers alike.
The research pivots around the premise that while multiple labels can enhance a product’s appeal, their proliferation may incur high costs for producers and overwhelm consumers faced with an excess of information, some of which may bear lesser significance. To untangle this complexity, the study applies a conceptual framework grounded in Lancaster’s utility-maximizing theory, intertwined with a food labeling model, to assess consumer preferences systematically.
One of the study’s pivotal revelations is the dominance of locality-focused labels—for example, “Local Sales,” “Km0,” and “Local Variety”—which outperform traditional quality certifications like “PDO” (Protected Designation of Origin) and “Organic” when it comes to consumer valuation. This pattern reaffirms prior findings that consumers tend to prioritize proximity-based attributes over organic certifications, underscoring the growing importance of regional identity in shaping consumer choices in the fresh vegetable sector.
Interestingly, the valuation of the “PDO” label surpassed that of the “Organic” label in this particular context. This nuance aligns with limited existing literature on fruits and vegetables, while also mirroring observations from domains involving other food categories. Such a hierarchy suggests that the heritage and geographical specificity signified by PDO may resonate more profoundly with consumers than the organic attribute in certain regional markets.
Despite these general trends, the study highlights considerable heterogeneity in consumer preferences, identifying four distinct clusters within the sample population. The primary group, constituting about 30%, exhibits a strong preference for proximity-centric labels, underlining a segment of consumers deeply connected to local food systems. The remaining three clusters display varying affinities: one segment values the “PDO” and “Local Variety” labels, another favors the regional quality mark “C’Alial,” and the last places the highest importance on “Organic” certification.
Demographic and behavioral profiles further differentiate these clusters. Income levels, vegetable consumption frequency, purchasing channels (such as hypermarkets), and knowledge of production methods emerge as influential factors shaping label preference. Moreover, attitudes and intentions toward buying from local landraces add depth to this segmentation, illustrating how consumer knowledge and values interplay with label valuation.
For local producers, these insights are invaluable. The prominence of local labels suggests that adopting “Local Sales,” “Km0,” or “Local Variety” labels could be a cost-effective strategy to resonate with the largest consumer segment. These labels tend to be simpler and less costly to implement compared to more complex certifications like PDO or Organic. Yet, the existence of niche segments valuing organic or PDO labels implies that market differentiation can also be achieved through targeted labeling strategies, tailored to distinct consumer cohorts.
The results also provoke thought on how producers might innovate further. Developing a PDO for a specific local variety could capture the attention of the segment valuing both origin and distinctiveness, potentially expanding market share. Meanwhile, embracing organic farming practices could cater to the environmentally conscious subset, offering conformity to their preferences and possibly commanding a price premium.
Beyond producer strategies, the study underscores opportunities for further research. It notes a significant gap in empirical examination of consumer valuation of native or local vegetable varieties, especially vis-à-vis other labeling schemes. Prior studies have largely focused on broader or different food categories, leaving a niche ripe for exploration in fresh produce and specific vegetables.
Methodologically, the study offers a fresh perspective by utilizing Best-Worst scaling to evaluate label importance. This approach surpasses traditional discrete choice or conjoint analyses by enabling respondents to discriminate more effectively among multiple attributes. Because Best-Worst scaling requires participants to identify not just preferred but also least preferred options, it enhances statistical precision and mitigates biases inherent in rating scales, which often measure attributes unidimensionally and non-comparatively.
Notably, the study encompasses a general analysis of fresh vegetables rather than delving into particular crops, which restricts its ability to assess the impact of specific PDO labels tied to single products—such as “Saffron from Castilla-La Mancha.” The regional confinement of the study to Aragon implies that while findings are robust within this context, their transferability to other geographies should be approached with caution.
Consumer profiling in this investigation took into account several socio-demographic and behavioral dimensions; nonetheless, it did not incorporate some psycho-social variables recognized as instrumental in food choice behavior. Factors like food-related lifestyles, environmental concerns, and openness to novel foods or neophobia have been linked to label preference in other research and represent potential avenues for refining segmentation in future studies.
Looking ahead, applying this framework to specific vegetables holds promise for unlocking nuanced consumer insights and more targeted marketing approaches. Tomatoes, for instance, given Spain’s leading production status in the European Union and their high consumption rates, present an ideal candidate for such focused research. The evaluation of precise labels—especially Geographical Indications (GIs)—rather than generic certifications could further sharpen understanding of consumer decision-making processes.
Moreover, enriching the consumer profile model with broader psychological and attitudinal variables would deepen the granularity of segmentation, allowing marketers and policymakers to tailor communications and interventions in alignment with intricate consumer motivations and concerns. This comprehensive profiling could foster more effective promotion of local varieties and sustainable farming practices.
Ultimately, this study offers a blueprint for harmonizing the goals of local producers and the diverse preferences of consumers. By acknowledging the primacy of local labels while recognizing heterogeneity in consumer values, it charts a course for strategic label adoption that maximizes market differentiation without overburdening producers or confusing customers. As food systems worldwide strive toward sustainability and support for local agriculture, such evidence-based strategies become ever more critical.
The adoption of advanced scaling methodologies and the consideration of nuanced consumer clusters underscore the sophistication necessary for contemporary food marketing research. This study’s insights not only contribute to academic discourse but provide pragmatic guidance for stakeholders intent on fostering vibrant, differentiated, and sustainable food markets grounded in local identity.
In sum, the dynamics of food labeling revealed in Aragon serve as a microcosm of broader global trends emphasizing localization, authenticity, and consumer empowerment. This research delineates a path forward for embedding locality at the heart of fresh vegetable marketing, reinvigorating the connection between producers, products, and place in the minds and values of consumers.
Subject of Research: Consumer preferences for food labels on fresh vegetables in the Aragon region, with a focus on local, PDO, organic, and regional quality labels.
Article Title: Exploring consumer label preferences for fresh vegetables in Aragon: insights for market differentiation.
Article References:
Gracia, A., Mallor, C. Exploring consumer label preferences for fresh vegetables in Aragon: insights for market differentiation. Humanit Soc Sci Commun 12, 1675 (2025). https://doi.org/10.1057/s41599-025-05936-z
Image Credits: AI Generated
