Do geographical indications for agricultural products enhance farmers’ incomes? Evidence from the moderating effects of brand premium and traceability-based reputation incentives

Introduction Geographical indications (GIs) confer distinctive regional characteristics upon agricultural products, enhancing their competitive advantage and influencing agricultural economic outcomes. Methods Based on survey data collected in 2019 from 510 agricultural operators across nine districts in Shanghai, this study employs propensity score matching and moderation effect testing model to evaluate the impact of GIs on farmers’ income. Furthermore, it investigates the moderating roles of brand premium and traceability-based reputation incentives. Results The findings reveal that a robust positive association between participation in GIs agricultural product cultivation and agricultural economic benefits, with results remaining robust after conducting a series of robustness checks and addressing potential endogeneity. Moreover, the analysis identifies moderation effects of brand premiums and traceability-based reputation incentives, both of which further strengthen the positive influence of GIs. Discussion Based on these results, the study recommends that governments strengthen the management of public GI brands and expand certification outreach to producers. Simultaneously, agricultural enterprises should leverage GIs to build own brands and boost visibility. In addition, establishing a GI traceability and query system could enhance quality control, reinforce consumer trust, and protect brand reputation from counterfeiting.