There is evidence that consumers tend to highly regard the quality, authenticity, ethical standards, country of origin and sustainable production of foodstuffs; hence, the growing number of studies on products of Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI). PDO and PGI labelling is associated with the preservation of local plant varieties, the financial reward of local people and the sustainable development of rural areas. This study was set out to investigate the factors associated with Greek consumers’ intention to buy PDO/PGI food products. A total of 615 consumers took part in the study from the municipality of Attica, Greece. The survey was conducted during the period of March 2011 to April 2013. Results indicated that approximately 50% of respondents were willing to buy PDO/PGI products whereas the willingness to buy these products constituted an important factor in purchasing them. More specifically, according to the regression analysis, factors that are significantly associated with respondents’ willingness to buy PDOs/PGIs were as follows: origin, health claims and label of a product, as well as sustainable consumer behaviour. Understanding the main factors relating to consumers’ purchasing intent towards PDO/PGI products is an important step towards promoting special labelled agri‐foodstuffs and hence contributes to the local sustainable development.