Mountain areas are important from different perspectives. Covering approximately one-fifth of the earth's surface, they are hotspots of biodiversity, provide most of the planet's drinking water, and are home to almost half of the species diversity. They are home to 13% of the world's population. In Europe, this percentage reaches 22%. Despite their importance, mountain areas face several challenges. Mountain communities are among the most vulnerable in the world. Economic dynamics and the misuse of environmental resources have aggravated the situation of these communities, damaging the fragile mountain ecosystem and leading their populations to abandon the countryside and migrate to other areas. Since the 1970s, the European Commission has set up policies to promote the development of mountain areas. Based on different approaches, these policies have aimed at providing conditions to, among others, increase agricultural production, compensate mountain farmers for higher production costs, and valorise the local resources. As part of the European rural development strategy, the European Union has set up the Regulation (EU) 1151/2012 and its Delegated Act 665/2014. These legal instruments have a threefold purpose: (a) add value to mountain products; (b) sustain mountain farming; (c) enhance transparency for consumers regarding the mountain origin of food products. To achieve these objectives, the Regulation and the delegated act define the products that can use the mountain label term as well as establish the minimum quality standards that must be met by producers. Against this background, the purpose of this research project is twofold. First, we seek to understand how mountain origin influences consumer perceptions concerning agrifood products. That is, I tried to identify the attributes that consumers associate with food products produced in mountain areas. Second, I investigated the convergences and divergences between consumers' expectations concerning mountain foo