Legitimate or Not, Does It Really Matter? A Reading of the PDO Label's Legitimacy through Consumers' Perception

The proliferation of quality labels for the same food product questions the relevance of labeling schemes. Based on the theory of legitimacy and research on food-related consumer behavior, this study aims to examine the influence of the perceived legitimacy of a label (PDO) on consumers' perceptions of the quality and purchase intentions of the labeled product. A conceptual model was, therefore, developed to estimate the influence of four dimensions of legitimacy on the perceived quality and purchase intention of PDO-labeled cheese, French cheeses being products whose quality is traditionally linked to their regional origin. Our model was tested on a sample of 600 consumers representative of the French population. Using Partial Least Square Structural Equation Modeling, results show that for surveyed consumers, the pragmatic, regulative, and moral legitimacy of the PDO label positively influences the perceived quality of PDO-labeled cheese. Furthermore, pragmatic legitimacy has a substantial and direct influence on purchase intention, whereas both regulative and moral legitimacy influence purchase intention only indirectly through perceived quality. Unexpectedly, our findings do not show a significant influence of cognitive legitimacy either on perceived quality or purchase intention. The output of this research contributes to a better understanding of the link between a label's legitimacy, perceived quality, and purchase intention.