The perception of EU quality signs for origin and organic food products among Polish consumers
Main Article Content
Keywords
quality labels, geographical indications, protected designation of origin, certified quality systems, Poland
Abstract
The paper aims to examine the perception of European Union quality signs for origin (protected designation of origin, protected geographical indication, traditional speciality guaranteed) and organic food products among Polish consumers and to test selected hypotheses concerning the associations between the perception of quality signs and consumer attitudes toward the consumption of origin and organic food products as well as their willingness to pay a higher price for such products than for conventional food. A survey was conducted in a representative sample of 1000 Polish consumers. It was carried out with the use of computer assisted web interview methodology. The respondents underlined the role of quality signs in positioning origin and organic products in the segment of premium prices, building competitive advantage on the basis of the differentiation strategy, and emphasising authenticity. We confirmed the relationship between the frequency of origin and organic food purchase and the role attributed to quality signs. We also found a strong correlation between the perception of European quality signs and the attitude toward origin and organic food. Finally, we confirmed the relationship between the positive perception of European quality signs and the self-reported willingness to pay a higher price for origin and organic food.
References
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Bry?a, P., 2015b. The development of organic food market as an element of sustainable development concept implementation. Problemy Ekorozwoju 10: 79-88.
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Cauvain, S.P., 2016. Editorial – Food safety and quality. Quality Assurance and Safety of Crops and Foods 8: 1.
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Costanigro, M., Kroll, S., Thilmany, D. and Bunning, M., 2014. Is it love for local/organic or hate for conventional? Asymmetric effects of information and taste on label preferences in an experimental auction. Food Quality and Preference 31: 94-105.
Curzi, D. and Pacca, L., 2015. Price, quality and trade costs in the food sector. Food Policy 55: 147-158.
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Ellison, B., Duff, B.R.L., Wang, Z. and White, T.B., 2016. Putting the organic label in context: examining the interactions between the organic label, product type, and retail outlet. Food Quality and Preference 49: 140-150.
Espejel, J. and Fandos, C., 2009. Wine marketing strategies in Spain. A structural equation approach to consumer response to protected designations of origin (PDOs). International Journal of Wine Business Research 21: 267-288.
Espejel, J., Fandos, C. and Flavián, C., 2007. Spanish air-cured ham with Protected Designation of Origin (PDO): a study of intrinsic and extrinsic attributes influence on consumer satisfaction and loyalty. Journal of International Food and Agribusiness Marketing 19: 5-30.
Espejel, J., Fandos, C. and Flavián, C., 2009. The influence of consumer involvement on quality signals perception. An empirical investigation in the food sector. British Food Journal 111: 1212-1236.
European Commission (EC), 2009. Impact assessment report for a communication on agricultural product quality policy. EC, Brussels, Belgium, 74 pp.
Fenko, A., Kersten, L. and Bialkova, S., 2016. Overcoming consumer skepticism toward food labels: the role of multisensory experience. Food Quality and Preference 48A: 81-92.
Fernqvist, F. and Ekelund, L., 2014. Credence and the effect on consumer liking of food – a review. Food Quality and Preference 32C: 340-353.
Fotopoulos, C. and Krystallis, A., 2003. Quality labels as a marketing advantage. The case of the ‘PDO Zagora’ apples in the Greek market. European Journal of Marketing 37: 1350-1374.
Galli, F., Carbone, A., Caswell, J. and Sorrentino, A., 2011. A multi-criteria approach to assessing PDOs/PGIs: an Italian pilot study. International Journal on Food System Dynamics 2: 219-236.
Gay, S., 2007. Economics of food quality assurance and certification schemes managed within an integrated supply chain. European Commission, Brussels, Belgium.
Gellynck, X., Kühne, B., Van Bockstaele, F., Van de Walle, D. and Dewettinck, K., 2009. Consumer perception of bread quality. Appetite 53: 16-23.
Górska-Warsewicz, H., ?wi?tkowska, M. and Krajewski, K., 2013. Marketing ?ywno?ci, Oficyna Wolters Kluwer business, Warsaw, Poland, 566 pp.
Gracia, A. and De Magistris, T., 2016. Consumer preferences for food labeling: what ranks first? Food Control 61: 39-46.
Grunert, K.G. and Aachmann, K., 2016. Consumer reactions to the use of EU quality labels on food products: a review of the literature. Food Control 59: 178-187.
Grunert, K.G., 2005. Food quality and safety: consumer perception and demand. European Review of Agricultural Economics 32: 369-391.
Grunert, K.G., Hieke, S. and Wills, J., 2014. Sustainability labels on food products: consumer motivation, understanding and use. Food Policy 44: 177-189.
Guibert, N., 2006. Network governance in marketing channels. An application to the French Rhône Valley AOC wines industry. British Food Journal 108: 256-272.
Hassan, D. and Monier-Dilhan, S., 2006. National brands and store brands: competition through public quality labels. Agribusiness 22: 21-30.
Hjelmar, U., 2011. Consumers’ purchase of organic food products. A matter of convenience and reflexive practices. Appetite 56: 336-344.
Horne, R., 2009. Limits to labels: the role of eco-labels in the assessment of product sustainability and routes to sustainable consumption. International Journal of Consumer Studies 33: 175-182.
Ilbery, B. and Kneafsey, M., 2000. Producer constructions of quality in regional speciality food production: a case study from south West England. Journal of Rural Studies 16: 217-230.
Ilbery, B. and Maye, D., 2007. Marketing sustainable food production in Europe: case study evidence from two Dutch labeling schemes. Tijdschrift voor Economische en Sociale Geografie 98: 507-518.
Jahn, G., Schramm, M. and Spiller, A., 2005. The reliability of certification: quality labels as a consumer policy tool. Journal of Consumer Policy 28: 53-73.
Janssen, M. and Hamm, U., 2014. Governmental and private certification labels for organic food: consumer attitudes and preferences in Germany. Food Policy 49: 437-448.
Krystallis, A., Chryssochoidis, G. and Scholderer, J., 2007. Consumer-perceived quality in ‘traditional’ food chains: the case of the Greek meat supply chain. Appetite 48: 54-68.
Lagerkvist, C.J., Berthelsen, T., Sundström, K. and Johansson, H., 2014. Country of origin or EU/non-EU labelling of beef? Comparing structural reliability and validity of discrete choice experiments for measurement of consumer preferences for origin and extrinsic quality cues. Food Quality and Preference 34: 50-61.
Lankoski, L., 2010. Customer willingness to pay for sustainability in the food sector: an examination of three WTP types. Discussion Papers no. 46. University of Helsinki, Helsinki, Finland. Available at: http://www.helsinki.fi/taloustiede/Abs/DP46.pdf.
Lassoued, R. and Hobbs, J.E., 2015. Consumer confidence in credence attributes: the role of brand trust. Food Policy 52: 99-107.
?uczka-Baku?a, W., 2007. Rynek ?ywno?ci ekologicznej. Wyznaczniki i uwarunkowania rozwoju. PWE, Warsaw, Poland, 244 pp.
Mascarello, G., Pinto, A., Parise, N., Crovato, S. and Ravarotto, L., 2015. The perception of food quality. Profiling Italian consumers. Appetite 89: 175-182.
Menozzi, D., Halawany-Darson, R., Mora, C. and Giraud, G., 2015. Motives towards traceable food choice: a comparison between French and Italian consumers. Food Control 49: 40-48.
Morris, C., 2000. Quality assurance schemes: a new way of delivering environmental benefits in food production? Journal of Environmental Planning and Management 43: 433-448.
Moschini, G., Menapace, L. and Pick, D., 2008. Geographical indications and the competitive provision of quality in agricultural markets. American Journal of Agricultural Economics 90: 794-812.
Mosier, S.L. and Thilmany, D., 2016. Diffusion of food policy in the U.S.: the case of organic certification. Food Policy 61: 80-91.
Moussa, S. and Touzani, M., 2008. The perceived credibility of quality labels: a scale validation with refinement. International Journal of Consumer Studies 32: 526-533.
O’Reilly, S. and Haines, M., 2004. Marketing quality food products – a comparison of two SME marketing networks. Acta Agriculturae Scandinavica, Section C: Food Economics 1: 137-150.
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Jul 13, 2017
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