When less isn't more and more isn't less: is there an overlap between “protected designation of origin”, “mountain product” and “organic” in Italy?

Purpose Using a generic cheese as an anchor product, in this study consumers' preferences for different EU quality schemes have been investigated. Specifically, the aims to understand whether “Protected Designation of Origin” (PDO), “Organic” and “Mountain Product” labels are independent or if there some synergies existing between them, questioning – at same time alleged exchange value plays positive negative role terms willingness pay. Design/methodology/approach A discrete choice experiment (DCE) was conducted on 600 Italian consumers performing random parameter logit model. The respondents were representative population age, gender geographical distribution. Consumers' presence product” assessed DCE, together with effect price, both PDO cheeses. Findings Consumers willing pay premium price per se , without denomination. Considering interaction effects, results showed that combined use do not decrease intention buy. However, when applied these attributes generate lower comparison ones, highlighting possible overlapping them. Originality/value Despite abundant literature many food categories, represents one first attempts measure schemes.