Consumers' response to the EU Quality policy allowing for heterogeneous preferences

► Preferences toward the region of origin and the quality label are heterogeneous. ► The region of origin is a more powerful signal of quality than the PDO. ► Better communication of the superior quality of the Quality Certification is needed. ► Favourable attitudes improve the valuation of the Quality Certification. ► Price sensitiveness in typical food products differs across socio-demographic groups.