Geographical Indication and Quality Perception: The Case of Mersin Province, Türkiye

Abstract

The aim of this study is to reveal how consumers perceive the Geographical indication (GI) label in Mersin, which has such a rich diversity, and the factors that are effective in this perception. In this context, our main population is 571,485, which is the average number of households in Mersin in 2020, and a survey study was conducted with 260 consumers by using Simple Random Sampling Method Based on Main Audience Ratios in sample selection. As a result of the research, it has been determined that the most important factors in the purchasing behavior of consumers are the price of the product, the certificates of the product and the content of the product. Consumers define quality food as a natural, additive-free and healthy product. While 41.41% of the consumers had heard of the concept of GI, 23.54% of these people stated that they had sufficient knowledge about the subject. On the other hand, 6.79% of the consumers stated that they pay more attention to the GI labels in the products they buy than other consumers. 18.10% of consumers who have knowledge about the GI concept perceive the GI label as a quality indicator. On the other hand, 24.22% of consumers reported that they are willing to overpay for GI registered products. As a result, it can be said that more information should be provided on GI in Mersin, where an important development has been experienced especially after the Law enacted in 2016, and this system will be an important local development tool if the deficiencies in this area are eliminated.