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Strengthening European Food Chain Sustainability by Quality and Procurement Policy Deliverable 8.1: Report on quantitative research findings on European consumers' perception and valuation of EU food quality schemes as well as their confidence in such measures
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Responsible Partner(s): UBO
Author(s): Hartmann, M.; Yeh, C.-H.; Amilien, V.; Čeliković, Z.; Csillag, P.; Filipović, J.; Giraud, G.; Gorton, M.; Kuč, V.; Menozzi, D.; Poschwatta, O.; Quarrie, S.; Roos, G.; Saidi, M.; Tocco, B.; Török, Á.; Veneziani, M.; Vreden, T.
Date of Publication: February 2019
Food Quality Scheme labels are an essential means of communicating food product and process characteristics thereby aiming at reducing information asymmetry on the side of consumers and supporting an informed choice. Such labels, however, can only serve its purpose if they are recognized, understood and trusted by consumers. This implies that the competitiveness and growth of firms supplying food promoted by Food Quality Scheme (FQS) labels will depend on a thorough understanding of consumer demand. Based on such insights possible tools for more effective policy measures or marketing of products with FQS can be identified. Thus, the objective of WP 8.1 is to understand consumers’ knowledge and valuation of FQS labels and the determinants of consumer confidence and willingness to pay for such labels. This report consists of two parts. In Part I of this report we first investigate the importance of different product and process attributes across seven countries (France, Germany, Hungary, Italy, Norway, Serbia and UK) and for different products (cheese, fresh meat, processed meat, fresh fish, fresh vegetables, and processed vegetables). Each product was evaluated by at least two countries. In addition, consumers’ perceptions and valuation of FQS promoting selected product and process attributes are investigated across the same seven European countries. The analysis is based on online surveys. In each country about 800 consumers took part in the survey.
In Part II of the report a more in-depth understanding of the role of selected FQS in consumers’ purchase decision is provided. Thereby we consider the extent to which cognitive and affective attitudes, trust, and social norms influence product choice. In addition, we show the effectiveness of a modification of the EU organic label in improving consumers’ evaluation of this label. Finally, we provide some insights into the relevance of different marketing channels in consumers’ purchase decision in general and investigate how much farmers’ markets and farmers’ shops play a role for specific products. The analysis of this second part of the report is again based on an online survey.
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... The final experimental design of the DCE consisted of three attributes, defined for the cheese alternatives as: quality labels, brands and price ( Table 2). These attributes, derived from the previous qualitative analysis [45,46], were proved to be influential in previous studies (see, e.g., [20,21,25]) and are considered to be relatively independent of each other. Table 2. Attributes and levels used in the DCE in France and Italy. ...
... The final experimental design of the DCE consisted of three attributes, defined for the cheese alternatives as: quality labels, brands and price ( Table 2). These attributes, derived from the previous qualitative analysis [45,46], were proved to be influential in previous studies (see, e.g., [20,21,25]) and are considered to be relatively independent of each other. living in rural areas and in smaller households compared to Italians. ...
... The online cross-country questionnaire simulating cheese purchase was devised together with academic researchers specialized in the field of agricultural and nutrition science, based on the findings of previous qualitative-quantitative research [45,46] and consisted of three parts. Screening questions were located in the first part of the questionnaire, where participants were asked whether they are (partly) responsible for their household food purchase, and whether they had consumed cheese in the last three months. ...
Simple Summary
A number of food quality schemes may be associated with dairy products, promoting specific production methods (e.g., organic) as well as products obtained from a narrow area of origin (e.g., protected designation of origin, PDO). The coexistence of multiple labels is less investigated in the literature, even if its role in consumer studies could reveal interesting hints for both the stakeholders in the production chains (e.g., to target marketing strategies) and for consumers, who could access more precise information about the origin and the production processes. In this study, we provide evidence of consumers’ preferences and willingness to pay for cheese products (Comté and Parmigiano Reggiano) in two EU countries (France and Italy, respectively). We found how consumers’ choices varied by combining the PDO label with other quality features (i.e., the organic label in France, and the Mountain Product label in Italy). Still, price remained the most important factor influencing consumers’ decisions; however, we found how combined food quality labels could influence consumers’ choices. We found different market segments in the two countries presenting more positive attitudes towards quality-labeled food products, thus providing stakeholders with helpful information on how to develop tailored marketing strategies.
Abstract
The paper examined the potential demand for a food specialty dairy product, cheese, with alternative multiple labels. A random-parameter logit model was applied to interpret the results of online discrete choice experiments (DCE) for the elicitation of the preference of the cheese consumers surveyed in two European countries, France (n = 400) and Italy (n = 408). We analyzed consumers’ choices of quality-labeled cheeses, i.e., protected-designation-of-origin (PDO)-labeled Parmigiano Reggiano and Comté. Other features were tested, such as organic (Comté) and Mountain Product (Parmigiano Reggiano) labels, companies’ brands and price. The paper contributes to the literature on credence attributes by examining consumers’ willingness to pay (WTP) for differentiated cheese products in two EU countries, and by identifying the effects of personal characteristics, in terms of socio-demographics and level of product involvement, on the differences in preferences. The results show that price was the most important attribute in both countries, followed by the PDO quality label, particularly when paired with the second quality feature. Two cheese consumer segments were identified via latent class models in each country, helping producers to improve their marketing of agri-food products with a high gastronomic value and differentiation potential.
... Based on both quantitative and qualitative data collected during the research, sensory attributes were the top food choice factors in the studied urban populations. According to another EU-wide study, the taste of food was the most important driver of food purchasing decisions in all Member States [41,42]. In the case of three food choice factors referring to environmental and social aspects of consumption, minimally processed food, the geographical origin of food and the personal ethics and beliefs of the consumer (in terms of religion, animal welfare, fair payment for producers), the answers of respondents from Poland and Belgium did not differ. ...
... The assessments of Belgian consumers were not consistent with the results of the survey among EU countries, in which national labels were much better perceived by the respondents compared to their EU counterparts [42]. In our study, both groups rated their trust in the EU organic label very highly, whereas, in the study cited above, despite being the most recognizable, it was rated worst among labels, with the level of consumer trust being quite low. ...
Certification aims at ensuring food quality and safety, as well as confirming other beneficial credence attributes, such as local origin and sustainability. In order to explore the visibility and credibility of such certification labels functioning in the European Union, a study was conducted among residents of two EU Member States, Poland and Belgium. Face-to-face questionnaire-based interviews and focus group interviews were conducted among 701 adults living in Warsaw and Brussels—the capital cities of these countries. Almost 44% of Belgian respondents and 33% of Polish respondents considered certified foods as being of better quality compared to unlabeled products. Focus group interviews demonstrated that Belgian consumers had more extensive knowledge and a higher level of trust in certified foods compared to Warsaw inhabitants. Our findings suggest that certificates are moderately important factors of food choice due to the wide variety of certificates, leading to consumer confusion, a lack of label uniformity, greenwashing, limited visibility and availability at points of sale, consumer price sensitivity and the prioritization of other factors. These constraints can be alleviated by introducing food labeling standards and regulations. Increasing consumer awareness and the availability and affordability of certified foods can also boost the demand for sustainable products in the region.
... These characteristics indicate that consumers prefer food that is minimally processed and free from artificial ingredients, additives, and controversial food technologies. Hartmann et al. (2019) [44], in their report on quantitative research findings on European consumers' perception and valuation of EU food quality schemes, as well as their confidence in such measures, indicate that for Serbian consumers, the presence of GMOs in products is one of the most important attributes in purchasing decision, unlike consumers in the UK and Norway [45]. Results from this study are in accordance with the results of the mentioned report. ...
... These characteristics indicate that consumers prefer food that is minimally processed and free from artificial ingredients, additives, and controversial food technologies. Hartmann et al. (2019) [44], in their report on quantitative research findings on European consumers' perception and valuation of EU food quality schemes, as well as their confidence in such measures, indicate that for Serbian consumers, the presence of GMOs in products is one of the most important attributes in purchasing decision, unlike consumers in the UK and Norway [45]. Results from this study are in accordance with the results of the mentioned report. ...
The objective of this study was to identify consumers’ attitudes about the consumption and certification of traditional food products, special characteristics to which they pay attention when buying food products, and their opinions regarding what traditional food products are to them. The research was based on an online questionnaire conducted on a sample of 540 respondents in the Autonomous Province of Vojvodina. The results showed that 98.3% of the respondents consume traditional food products in their households, 95.2% of the consumers decide to buy food products based on their quality, and 68.2% of the consumers believe that certain types of certification can improve product placement on the market. The specific characteristics that consumers mostly prioritize when buying food products are products with no added sugar (41.2%), traditional production processes (38.8%), GMO-free products (36.9%), organic products (36.4%), and additive-free products (34.9%). The results of this research indicate that consumers primarily perceive traditional food products as items produced using traditional methods (72.8%), characterized by the absence of additives (53.2%), specific to a certain geographic area (49.9%), sourced from small farms or facilities (49.5%), and products with long production tradition (49%).
... However, for further insight, future research could investigate additional attributes (e.g., differences between types of retail outlets) and apply extended methodological approaches (e.g., hybrid choice modelling), together with considering other certifications (e.g., measuring differences between PDO and PGI labels). Regarding the latter, survey evidence suggests that consumers typically lack a good understanding of the differences between PDO and PGI designations [10], and it would be useful to see if this is reflected in WTP. Finally, this study investigates the appeal of a GI product for local consumers where it is a part of the traditional cuisine. ...
Geographical Indications (GIs) can increase producer margins and contribute to local economic development, but the extent to which they do so depends on the nature of consumer demand. A Discrete Choice Experiment (DCE) considers the value that consumers place on a Protected Geographical Indication (PGI) in comparison with a leading manufacturer’s brand, as well as the importance of taste variations. Based on an application of DCE to sausages in Hungary, results indicate that a PGI can generate value to consumers exceeding that conveyed by the leading manufacturer’s brand. Consumers’ taste preferences, however, may not be consistent with the specification of GI products. Latent Class (LC) and Random parameter Latent Class (RLC) analyses identify two consumer segments, with the majority of consumers (71%-LC, 65%-RLC) classified as traditionalists, who most value the GI label, while a minority (29%-LC, 35%-RLC) is brand conscious, for whom the GI status is less salient. Both theoretical and business implications for GI marketing and club branding are drawn.
... Consumer awareness of the brand "RSPCA Assured" has increased since its launch in 2015. Based on an online survey conducted in the UK in 2017, Hartmann et al. (2019) reported that 35% of the 800 interviewed consumers recognized the label "RSPCA Assured." In 2019, RSPCA announced that UK consumers' awareness of the label "RSPCA Assured" increased from 15% in 2015 to 51% in 2019 (RSPCA, 2021). ...
This study investigates whether and how the demand for animal-friendly pork can benefit from the individual and joint use of the label "Animal Friendly," "Organic," "Local," and "Low Fat." A choice experiment was conducted to collect the data. The data were analyzed using the random parameter logit and the latent class models. Three consumer segments were identified. Consumers in Segment 1 (pro-welfare consumers-39% of all respondents) were found to highly value the four labels. The results showed that their price premium for animal-friendly pork could be increased significantly if the product is also labeled as
This chapter takes a closer look at Geographical Indications (GI) products, sustainable consumption and consumer health and wellbeing through the prism of everyday food practices. Results from qualitative fieldwork in the recent Strength2Food project suggest that consumers in Europe lack knowledge of GI products and seldom associate GI products with sustainability and health in their everyday food practices. Based on the Strength2Food project fieldwork experiences in Norway, we explore GIs, sustainable consumption and health in everyday food practices. We reflect on how GI products may have a potential to contribute through the focus on relationship between consumers and producers, and through providing more information about how GI specifications may contribute to a more diversified and healthy diet.
In Bulgaria, in the rural regions, the
local, relatively small population has
preserved its recipes, knowledge and
skills for preparing traditional food
products from farm animals.
Food diversity is due to many factors:
specific soils, topography, climate,
cultural customs, rites and traditions,
different religions, and ethnicity.
The production of these foods contributes
to the preservation of the local landscape
as a result of human interaction with
nature in their attempts to tame and
subdue it.
The aim of the present study was to study
and analyze the geographical indications
of traditional food products from farm
animals and what is their impact on
quality schemes, in Europe and in
Bulgaria. Geographical indications bring
47
качество, в Европа и у нас.
Географските означения носят
значителни икономически ползи. Те
изпълняват основна, рекламна
функция, като същевременно
допринасят за подобряване на
пазарните операции и спомагат при
търговията с храни от животински
произход.
Ключови думи: храни,
наименования, селско стопанство,
животни, качество
significant economic benefits.
They perform a basic, advertising
function, while contributing to the
improvement of market operations and
assisting in the trade of food of animal
origin.
Please, find below the link to the publication:
https://ipagri.uib.eu/files/2023/04/ipagri.pdf
Thank you very much.
While European consumers generally support the principles underpinning Food Quality Schemes (FQS) sales of certified products remain modest. This phenomenon is known as ‘attitude-behaviour gap’ and considerable scholarly and policy efforts have been geared towards ‘filling’ or ‘bridging’ the gap. This study aims at casting new light on this ‘discrepancy’ between consumers' sayings and doings through a study of everyday food practices connected to FQS. We used a qualitative, multi-method research design comprising extensive ethnographic fieldwork data, gathered from 41 households across seven European countries, including interviews, walk-along tours, and food diaries, in order to understand consumers' perceptions of FQS in relation to their everyday food consumption practices. Building on convention theory and Thévenot's work, we showed that food practices can be understood through different ‘regimes of engagement’, namely different ways of thinking and behaving, following different logics corresponding to varying levels of knowledge and interest. We thus argue that the ‘attitude-behaviour gap’ should be reconceptualised as the co-existence of multiple regimes of engagement, namely a dynamic and always evolving process of adjustment through which consumers understand and engage with FQS in everyday food practices.
Er vi blitt mer miljøbevisste når vi handler? er spørsmålet Gunnar Vittersø og Kirsi Laitala stiller i denne presentasjonen. Forfatterne nærmer seg dette spørsmålet ved å se på endringer i bruken av miljømerker i perioden 2005-2017. Helt siden Svanemerket ble lansert av Nordisk ministerråd i 1989 har miljømerking vært sett på som et verktøy for å informere og veilede forbrukere samt å bidra til å utvikle mer miljøvennlig produkter og det har vært et uttalt politisk mål å bruke markedet for å styre forbruket i en mer miljøvennlig retning. Det er derfor viktig å stille det grunnleggende spørsmålet om og eventuelt hvordan merkeordningene påvirker forbrukerne? I denne studien er det – i tillegg til Svanemerket – Debio og Fairtrade merkene som undersøkes.
Analysen viser at det er en del felles trekk mellom de tre undersøkte merkeordningene
med hensyn til å øke oppmerksomheten om - og kjøp av - disse produktene. Fra en sped
begynnelse svarer i dag en stor andel av befolkningen at de kjøper disse produktene. De
generelle miljømerkene, slik som Svanen, slo raskere igjennom i markedet enn for eksempel økologisk merket mat, og en stor andel av befolkningen i ulike grupper svarer at de kjøper miljømerkede produkter i dag. Men andelen er fallende, mens andelen som oppgir at de ikke vet hvorvidt de har kjøpt et miljømerket produkt eller ikke, øker. Dette er en noe overraskende utvikling og som trolig har sammensatte årsaker. En grunn kan være at å kjøpe Svanemerkede produkter er blitt en vane. Disse produktene har en lang historie og det finnes nå et stort antall produkter på markedet ikke minst i dagligvarehandelen slik som vaskemidler, toalettpapir og andre forbruksartikler.
Forbrukerne er følgelig godt kjent med Svanemerket og vet at det er et miljømerke men
det viser seg imidlertid at mange ikke legger merke til dem lenger. Det kan skyldes at for de mest utbredte produktgruppene, slik som vaskemidler, tar vi det for gitt at disse er
miljømerket eller oppfyller visse miljøkrav slik at vi ikke tenker over om produktet vi legger i handlekurven er merket eller ikke.
For økologisk merket mat og produkter merket med rettferdig handel har det siden 2005 vært en positiv utvikling, men også her svarer en økende andel at de ikke vet om de har kjøpt disse produktene eller ikke. Til forskjell fra mange Svanemerkede produkter utgjør disse bare en liten andel av det totale vareutvalget slik at forbrukere ofte må kikke spesielt etter produktene for å finne dem. Økologiske produkter er gjerne plassert i egne seksjoner eller hyller i butikken, og forbrukere synes det er for liten tilgjengelighet og etterlyser mer informasjon om økologisk mat. På mange måter representerer det et mer aktivt valg å velge et økologisk enn et Svanemerket produkt fordi Svanen er mer et mer etablert merke på markedet. En felles forklaring på hvorfor «vet ikke» kategorien vokser for alle tre merkeordningene kan følgelig være at mange er selektive og opptatt av noen få merker, mens andre igjen av ulike grunner ignorerer merkene.
Det siste kan skyldes at det er for mange ulike ordninger, at man ikke vet hva ordningene
betyr, at man ikke stoler på merkene eller at denne type informasjon ikke oppleves som
relevant i kjøpsøyeblikket.
Resultatene fra SIFO-surveyen 2017 synes å støtte funn fra tidligere studier at det først og
fremst er noen grupper av spesielt engasjerte forbrukere som har et aktivt forhold til
merkeordningene, og at disse gjerne er yngre, studenter og assosierer seg med partier som også markerer et miljø- og solidaritetsengasjement.
Tidligere undersøkelser viser dessuten at nordmenn mener at det er myndighetene som har det største ansvaret for miljø- og klimaspørsmål og de er for eksempel positive til å forby produkter som kan ha miljøskadelige effekter. Forbrukere ønsker miljøinformasjon, men det varierer i hvor stor grad vi har anledning til å ta i bruk denne informasjonen. Miljøinformasjon og miljømerking kan derfor betraktes som ønskede og
nødvendige virkemidler, men ikke tilstrekkelig effektive i seg selv til alene å snu forbruksutviklingen i mer bærekraftig retning.
Our research is based on 335 consumer interviews, conducted near and within supermarkets and hypermarkets in Bologna (North-Italy) and in its province. A multiple correspondence analysis followed by a cluster analysis were carried out in order to profile consumers based on their knowledge of farming conditions, their knowledge of “animal friendly” products and their willingness to pay for them. The analysis identified four groups of consumers (clusters). Groups were called: (1) “sensible and aware consumers” (36%); (2) “unconcerned consumers” (33%); (3) “the insiders” (6%) and (4) “uninvolved consumers” (25%). The first group represents an important market segment for “animal friendly” products. However, a diffused lack of knowledge was observed towards the issues of animal welfare and animal protection. These results urge a reflection on the needs and the risks that may underlie the creation of a shared European label for animal-friendly foods in order to minimize the risk of a failure of the certification scheme.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
This study analyses European consumers’ awareness and determinants of use of PDO, PGI and TSG labels in six European countries (Italy, Spain, France, Bel- gium, Norway and Poland) using data from a cross-sectional survey with 4,828 participants. The study confirms a higher awareness of PDO (68.1%) as compared to PGI (36.4%) and TSG (25.2%). Awareness is higher among men and people aged above 50 years. Consumers’ use of a PDO, PGI or TSG label is triggered by the belief that the label signals better product quality. Quality beliefs are shaped by an interest in getting information about product quality through the quality label. Interest in the origin of foods is a stronger direct and indirect driver of label use than interest in support for the local economy, but both motivations are not directly related to TSG-label use. Differences in the role of determinants are small between the three labelling schemes and between countries with versus without a strong tradition of quality labels in their agri- cultural and food quality policies. Apart from building general awareness and favourable quality perceptions of the quality schemes and their respective labels, efforts to stimulate consumers’ interest in origin and getting information about product quality through EU quality labels are recommended.