European Consumers’ Perceptions, Definitions and Expectations of Traceability and the Importance of Labels, and the Differences in These Perceptions by Product Type

Posted: 9 May 2012

See all articles by Olga Kehagia

Olga Kehagia

Agricultural University of Athens

Polymeros Chrysochou

Aarhus University - Department of Business Administration

George M. Chryssochoidis

Norwich Business School, University of East Anglia

Athanassios Krystallis

Agricultural University of Athens

Michalis Linardakis

affiliation not provided to SSRN

Date Written: 2007

Abstract

Given the heterogeneity of European consumers, it is not surprising that they have different perceptions and expectations regarding and understanding the concept of ‘traceability’. Consumers may also perceive traceability differently for different product types. The present study is based upon an analysis of focus groups in 12 countries across Europe. It explains how European consumers understand the traceability of food products as well as their expectations of traceability for different types of food product (meat and honey have been used as examples). Labelling schemes for these two types of products are also examined. The results showed that dissimilarities exist in consumers’ perceptions of traceability in different countries. Some dissimilarities also exist between consumers’ expectations of traceability and the information they require. However, labels are still seen as an important way of communicating with consumers, although the participants claimed that these labels need to be understandable and more easily accessible to facilitate consumer understanding.

Suggested Citation

Kehagia, Olga and Chrysochou, Polymeros and Chryssochoidis, George M. and Krystallis, Athanassios and Linardakis, Michalis, European Consumers’ Perceptions, Definitions and Expectations of Traceability and the Importance of Labels, and the Differences in These Perceptions by Product Type (2007). Available at SSRN: https://ssrn.com/abstract=1859986

Olga Kehagia

Agricultural University of Athens ( email )

Iera Odos 75
Athens, Votanikos 11855
Greece

Polymeros Chrysochou (Contact Author)

Aarhus University - Department of Business Administration ( email )

Bartholins Allé 10
bygn. 1323 - 321
Aarhus, 8000
Denmark

George M. Chryssochoidis

Norwich Business School, University of East Anglia ( email )

Chancellor's Drive
Norwich, NR47TJ
Great Britain
00441603592694 (Phone)

HOME PAGE: http://www.uea.ac.uk/nbs/people/People/Academic/George+Chrysochoidis

Athanassios Krystallis

Agricultural University of Athens ( email )

Iera Odos 75
Athens, Votanikos 11855
Greece

Michalis Linardakis

affiliation not provided to SSRN ( email )

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