Consumer Perceptions and Willingness to Pay for Certified Agri-Food Products in Italy’s Campania Region: Insights from a Survey-Based Study

This study investigates consumer knowledge, perceptions, and purchasing behaviors regarding products with geographical indications and certifications in the Campania region. Traditional Agri-Food Product (PAT) is the regional label used in Italy to identify traditional products whose distribution is so limited that they do not qualify for PDO or PGI designation. In this view, this research examines the diffusion of such products, their economic and sustainability attributes, and alignment with modern objectives, including environmental impact reduction, rural development, and the European Common Agricultural Policy (CAP) 2023–2027. Using a structured questionnaire administered to a sample of 706 respondents, the study combines descriptive statistics and econometric analysis, trying to identify key factors influencing Willingness to Pay (WTP) for certified products and knowledge of certifications. Findings reveal that education, knowledge of certifications, and lifestyle factors positively affect WTP, highlighting opportunities for targeted marketing and awareness campaigns, also emphasizing critical issues in view of new trade scenarios (e.g., Mercosur agreement) and climate change.