Geographical origin labels are important information and marketing tools and have recently become a central component of EU agricultural promotion. We consider demand in a non-EU export market for two distinct label types: country of origin (COO) and geographical indications (GIs). Additionally, two types of GIs, ‘protected designations of origin’ (PDOs) and ‘protected GIs’ (PGIs) are considered. Empirical findings indicate consumers’ willingness to pay varies with the oil's COO and is greater for GIs than for non-GIs from a given country. Weaker evidence that consumers value PDOs more than PGIs is also found.

This article presents evidence on the stability and behavioural validity of alternative survey mechanisms for eliciting farmers' attitudes towards risk. Three hypothetical instruments are considered that differ in terms of the simplicity, context and payoff scale of the decision presented to respondents. Responses are assessed in terms of their relative ability to explain actual farmer crop insurance purchases. Results indicate that measures of risk attitudes are poorly correlated across alternative mechanisms. The strongest positive evidence of behavioural validity is found for the gamble task explicitly defined in the context and scale of farmers' economic activities pertaining to their insurance purchase decision.