This paper reports on the attempt made to identify consumer response on certified quality wine with a destination of origin (PDO) indication. Given that the current consumer interest in quality food has increased, it is important to measure their level of awareness of and overall behaviour towards these products. Emphasis is given on quality wine, produced in the region of Peza, Crete, which is labeled as a cooperative PDO product with high quality standards. A survey that utilized a self-administered questionnaire was designed to obtain the data needed for the study that took place in the Attiki region. Consumers who participated in the survey were asked to indicate (i) their general level of knowledge on PDO products and on Peza cooperative wine in particular, (ii) their attitudes towards several quality attributes, considered when buying and consuming wine, (iii) their intention to purchase a higher priced Peza cooperative wine with a quality certification and PDO indication label. The results seem to be important for all the market bodies that are involved in the supply chain of this product since they may be a guide to developing production and marketing strategies that instil consumer confidence, assure consumer satisfaction and therefore satisfy demand.
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