Geographical indications (GIs) are valuable attributes that enhance the competitiveness of agri-food products, generate added value and revitalize rural environments. The aim of this work was to analyze the attributes spring fruit consumers associate with GIs when they decide to purchase these products. Moreover, the changes in these associations with the increasing distance between the region of production and the place of consumption were also evaluated. We specifically analyzed two GIs used for spring fruits: the protected geographical indication for Mountain Cherries from Alicante (Spain) and the protected designation of origin for Loquats from Callosa d'En Sarriá (Spain). Data were analyzed using logistic regression analysis. The results show the significant association in consumers' minds between the preference for GI fruit and the importance attributed to the place of production (origin). The association of different attributes with the GI fruit label is product dependent as the number of attributes associated in the case of cherries (origin, organic, color and variety) is higher than for loquats (origin and variety). Regarding the distance between the production area and the place of consumption, our findings suggest that the closer the consumer is to the GI area of influence, the more attributes they associate with these labels. In this regard, increasing the knowledge of the GI labels beyond their area of influence could boost the demand for these products as consumers would be aware of the different quality attributes concentrated in that label.

The registration of Geographical Indications (GIs) under the European Union (EU) legislation requires collective action and considerable efforts borne by multiple actors such as producers, processors, public authorities and research centers. We analyze their efforts, risks and benefits by comparing two EU GI registration processes in Italy and Austria, namely the Sorana bean Protected Geographical Indication (PGI) and the Perry from Mostviertel PGI. Results from the institutional and transaction costs analysis suggest that intensive interaction for solving conflicting interests, negotiating quality standards and defining common rules might pay off in indirect benefits and reduced risks. In particular, an inclusion of diverse and heterogeneous interest groups and a high degree of direct enterprise participation along the GI application process (as observed in the Italian case) generate benefits such as trust and social cohesion, which then support the actual use of the GI label and a better implementation of associated quality standards. A supportive legal framework with assistance from public authorities can back up the community of producers not only in technical aspects, but also as mediators when conflicts seem to be difficult to solve. As there seems to be a positive relationship between the intensity and effectiveness of collective action and the likelihood of achieving broadly accepted standards and social cohesion needed for successful GI implementation, the question for future research would not be how to avoid collective efforts but how to effectively organize the interaction among heterogeneous producer groups.