Richiesta di Cofinanziamento sul Programma di Ricerca (come coordinatore nazionale e unica unità di ricerca): The Value of Designations of Origin for foreign consumers: a study by the choices of buyers of wine in United States, United Kingdom and Germany

The research project aims to investigate fully the link between the Designations of Origin of wine and foreign consumers. Numerous studies have examined the perception and knowledge in taste (through comparative tastings of different types) of wines with Designation of 0rigine for domestic and international consumers. A study already conducted for Emilia-Romagna has highlighted how Designations of Origin (essentially a public good tied to a specific territory) about wine and other major food products help increase the economic, environmental and social welfare for people living in the Denomination of Origin territory and then make that area better to desire, to have and raise their children. Designations of Origin reveal such a strategic role not only in local food production, but also in the overall life of each individual territory. In European and international context the Designations of Origin policies for agrofood products have an important role and focus a debate on their future extremely dynamic and vital. Understand the value assumed by the Denomination of Origin of Italian food products (wine in this study) for foreign consumers beyond the strictly aspects of product and taste, and in particular understand the possibility to check how many of these values of welfare and stability move through the product to foreign consumers, can be crucial to redesign an international policy on Designations of Origin to open to new realities outside Europe and find a common paradigm of reasoning towards their protection and development meaning prosperity for the territories and stability for the populations in response to global issues such as, for example, climate change and migration processes. As for the study on the value of Designations of Origin in Emilia-Romagna, in this case we choose to use an approach of proxi of foreign consumer opinions, interviewing foreign buyers on the motivations of their purchasing decisions of Italian products. There are three key markets for exports of Italian wine: United States, Britain and Germany. Countries with very different demand characteristics. To these three countries will be dedicated a careful reconstruction of the structures of import of wines (table and Designation of Origin) Italian (and Emilia-Romagna in particular) and the direct investigation through interviews with buyers.