This paper analyses consumers purchasing decisions when specific information sets occur. In particular, we study the value of PDO certification and its impact on consumer’s preferences and willingness to pay. The results show that the PDO certification has a substantial importance in consumers’ purchasing decisions. As a consequence, consumers recognise a premium price to products with PDO. Finally, we find a dif- ference towards PDO certification evaluation, according to the consumers’ town of residence (Milan or Aosta): the interpretation of this result is related to the difference in the quality guarantee indicator in the two towns, more connected to the origin of the product in Aosta and to the presence of certification in Milan.
Keywords: PDO, food products, conjoint analysis, consumer behavior, typical products.