Paffarini and colleagues explore a highly topical issue: what happens when multiple certifications—DOP/IGP, organic, and carbon footprint—coexist on the same bottle? Does the cumulative effect really increase perceived value, or does it lead to saturation beyond a certain threshold?
The study is based on a discrete choice experiment conducted on 0.75-liter glass bottles with 1,345 regular consumers in Italy, Greece, and Israel. The combinations of certifications and price levels mimic real-world market conditions. The strength lies in the analysis of interactions: not only the value of each brand, but also how multiple certifications strengthen or hinder each other.
In all countries, certifications increase preference. DOP/IGP is the main driver, followed by organic; carbon footprint has a more limited and variable impact.
The average willingness to pay for organic products is €6.09 in Italy, €5.29 in Greece, and €3.62 in Israel; for PDO/PGI, it rises to €7.66, €7.31, and €9.11. The carbon footprint is less significant (about €3 in Italy and Greece) and has no impact in Israel.
The combinations show interesting effects: organic and carbon footprint are stronger in Greece and Israel; PDO/PGI and carbon footprint work well in Greece.
With three certifications, however, saturation emerges: in Italy and Greece, perceived usefulness decreases.
Operational conclusion: certifications work, but the label must be designed with hierarchy and consistency. Origin and organic remain the key messages; carbon footprint can enhance the offering only if integrated with balance.
Bibliographic references: Paffarini, C., Torquati, B. & Cecchini, L. The impact of multiple labeling on consumer choices for extra virgin olive oil: A cross-country study. Agric Econ 13, 26 (2025). https://doi.org/10.1186/s40100-025-00363-9
