Geographical indications for supporting rural development in the context of the Green Morocco Plan: Oasis dates

Origin labelling is one of the most prominent approaches in Green Morocco Plan with which Moroccan government aims to support marketing domestically produced food and then improve income smallholder farmers. We analyse preferences attitudes consumers towards recently established Protected Geographical Indication label "Majhoul dates Tafilalet". The analysis based on a survey 303 focuses influence as extrinsic attribute consumer choice. use cluster segment market Analytical Hierarchy Process shed light under this strategy. Results indicate two types. largest group seeks authenticity, origin, quality. origin general from oasis Tafilalet particular are important attributes affecting purchasing decisions fit goal strategy implanted part policy. acceptance by implies that neighbouring countries might pursue similar rural livelihoods arid areas.