The ongoing liberalisation of the European food market provides incentives to producers to seek for innovative strategies of product differentiation. One possibility to differentiate the own product from competing ones is its region-of-origin. In this paper, we investigate consumers'...

In this paper we present the results of a contingent valuation study and an experimental approach to estimating the willingness to pay for fresh milk produced in the consumer's own region. In contrast to the fictitious contingent valuation study, responses in the experimental investigation are...

The liberalization of agricultural markets has increased the interest of farmers (as well as those working on policies concerned with their welfare) in agricultural diversification strategies. However, empirical research on diversification in European agricultural markets is very limited. This...