Consumers bahavior towards the country of origin labeling policy: The case of the pasta market in Italy

This study investigates the effect on demand of pasta following introduction mandatory country origin labeling for wheat in Italy. regulation opened a debate between producers, farmers, and consumer organizations opportunity posed by this policy. Using an online survey with choice experiment conducted 551 Italian consumers, we demonstrated that consumers strongly approve support suggests place is relevant driving choices they are willing to pay premium price made wheat. Moreover, extra utility receive from purchasing locally produced due their farmers agriculture sector [EconLit Citations: D12, Q13, Q18].