This study empirically evaluated the satisfaction levels of 58 registrants with geographical indication (GI) products in Japan. An interview survey was conducted on two GI cases, followed by an online questionnaire survey to examine the satisfaction levels and the factors affecting the overall satisfaction among GI product registrants. Satisfaction levels were estimated using the extended ordered probit model that accounted for the endogeneity of revenue satisfaction. The results showed that positive influences arose not only from economic factors such as revenue satisfaction, but also from contextual factors such as products in the Kanto area, year of registration, and utilization of mass media. Furthermore, findings from the interview survey revealed that participation in GI fairs, inter-industry collaboration, and direct marketing to consumers were effective in raising overall satisfaction.
