Hocquette Jean-François - Consumer attitudes to food quality products: Emphasis on Southern Europe
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Quality foods, such as traditional, EU certified, organic and health claimed are part of a growing trend towards added value in the agri-food sector. In these foods, elements of production, processing, marketing, agro-tourism and speciality stores are combined. Paramount above all is the link to the consumer, which requires a personal approach. At this point, one enters the field of food consumer science. This can be seen as a hybrid of two distinct sciences. On one hand, there is the hardware component, i.e. the science of food. On the other hand, the software component, related to the science of consumers preferences and behaviour. In animal science, nearly all attention is given to the hardware aspect. However, to build a successful business in quality food products, the software aspect is essential. This publication devotes special attention to the consumer and gives insight into an area of knowledge still very much in development. It is intended to enhance understanding of the complex relationships in the route from products to consumers and offers practical solutions in this field. This publication includes review articles covering basic aspects of food consumer science and research trends in the field, and a series of country reports and articles on relevant studies related to the topic, with emphasis on Southern Europe. Read more...
Abstract: Quality foods, such as traditional, EU certified, organic and health claimed are part of a growing trend towards added value in the agri-food sector. In these foods, elements of production, processing, marketing, agro-tourism and speciality stores are combined. Paramount above all is the link to the consumer, which requires a personal approach. At this point, one enters the field of food consumer science. This can be seen as a hybrid of two distinct sciences. On one hand, there is the hardware component, i.e. the science of food. On the other hand, the software component, related to the science of consumers preferences and behaviour. In animal science, nearly all attention is given to the hardware aspect. However, to build a successful business in quality food products, the software aspect is essential. This publication devotes special attention to the consumer and gives insight into an area of knowledge still very much in development. It is intended to enhance understanding of the complex relationships in the route from products to consumers and offers practical solutions in this field. This publication includes review articles covering basic aspects of food consumer science and research trends in the field, and a series of country reports and articles on relevant studies related to the topic, with emphasis on Southern Europe
Abstract: Quality foods, such as traditional, EU certified, organic and health claimed are part of a growing trend towards added value in the agri-food sector. In these foods, elements of production, processing, marketing, agro-tourism and speciality stores are combined. Paramount above all is the link to the consumer, which requires a personal approach. At this point, one enters the field of food consumer science. This can be seen as a hybrid of two distinct sciences. On one hand, there is the hardware component, i.e. the science of food. On the other hand, the software component, related to the science of consumers preferences and behaviour. In animal science, nearly all attention is given to the hardware aspect. However, to build a successful business in quality food products, the software aspect is essential. This publication devotes special attention to the consumer and gives insight into an area of knowledge still very much in development. It is intended to enhance understanding of the complex relationships in the route from products to consumers and offers practical solutions in this field. This publication includes review articles covering basic aspects of food consumer science and research trends in the field, and a series of country reports and articles on relevant studies related to the topic, with emphasis on Southern Europe
Hocquette Jean-François: author's other books
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Hocquette Jean-François
Charis Michel Galanakis
Peter Jackson
Branko Bugarski
Richard Owusu-Apenten
Bai Jamuna Aswathanarayn
Alexandru Mihai Grumezescu
Mark Gibson
Surender S. Ghonkrokta
Inteaz Alli
Catharina Y.W. Ang
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Part 1
Overview papers
Overview papers
Marija Klopi , Abele Kuipers and Jean-Franois Hocquette (eds.) EAAP European Federation of Animal Science Consumer attitudes to food quality products Emphasis on Southern Europe 10.3920/978-90-8686-762-2_1 Wageningen Academic Publishers The Netherlands 2013
Food quality policies and consumer interests in the EU
Wim Verbeke 1
(1)
Department of Agricultural Economics, Ghent University, Coupure links 653, 9000 Gent, Belgium
Wim Verbeke
Email:
Abstract
The EU agricultural product quality policy concentrates on product qualities such as geographical origin, a products traditional character or organic production method. Alongside numerous voluntary certification schemes, these schemes allow for European consumers to obtain quality-guaranteed foodstuffs, and for European producers to differentiate their products in an increasingly competitive and globalized food market. This chapter discusses the challenge of informing consumers about food quality and it reviews consumer interest in relation to origin-labelled, traditional and organic foods. While these qualities generally appeal to European food consumers, several real or perceived barriers to increased purchase persist, such as price, availability or uncertainty with respect to the true production method or product character.
Keywords
consumer food organic origin traditionalFood quality policies in the EU
A constantly increasing number of consumers attach greater importance to the quality of foodstuffs in their diet than to quantity. This statement as mentioned in the European Council Regulation EC 510/2006 (European Commission, ). Besides these quality schemes that focus on geographical origin and special product characteristics that provide products with a traditional character, and alongside numerous voluntary private certification schemes, the EU agriculture and food quality policy also concentrates to a large extent on organic agriculture to guarantee reliable quality food to European consumers.
The application and market presence of agriculture and food quality schemes is quite diverse across Europe. Whereas in some European regions the use of geographical indications to signal distinct product quality are dominant, other regions focus more on the development of collective quality marks which are also referred to as possible candidates for future formal PDO or PGI registration. Yet other regions focus more on private quality assurance schemes or organic food production. Becker () indicated that EU Member States have gone different ways with their food quality policies, which reflects differences in historical evolution, in the development and organisation of food chains and industries, as well as differential consumer interests, attitudes and behaviours.
Several regional European clusters were identified based on the focus in their food quality-enhancing policies (Becker, ). A first cluster, including countries such as France, Italy, Spain and Portugal was classified as countries that are strongly PDO/PGI oriented. Several Eastern European and Western Balkan countries, such as Czech Republic, Slovakia, Hungary and Slovenia were classified as catching-up with respect to PDO/PGI. Another cluster consisted of Germany, the United Kingdom, Ireland and Belgium, with a clear orientation towards food quality assurance schemes. Such schemes were often initially informed by food safety concerns during the last decade of the 20th century, but gradually developed into overall quality-oriented schemes. Other countries like the Netherlands and Luxemburg were classified as quality oriented but diversified in their food quality policies, while Austria and the Scandinavian countries were more organic-farming oriented.
Applications of agriculture and food quality schemes and related consumer interests have been empirically investigated and described for example in Barham and Sylvander () with a main focus on West-European countries and some global perspectives, while the different chapters of the present book complement the picture with a focus on Southern Europe and Western Balkan countries in particular. The present chapter will discuss the challenge of informing consumers about food quality, and it will briefly introduce consumer interest in relation to each of the three cornerstones of the EU agriculture and food quality schemes, notably origin-labelled, traditional and organic foods.
Informing consumers about food quality
On-pack product labelling is the typical way of informing consumers about food quality at the place of purchase. Product labelling has gained considerable attention recently, both as a means to provide product-specific information to stakeholders involved in the food chain (e.g. retailers and resellers), and to reduce quality uncertainty faced by consumers in their food choice or decision-making process. Also from the regulatory point of view, issues relating to the labelling of food products have gained momentum recently. This has become very apparent with the cases of quality, country of origin (or provenance), geographic origin and traceability labelling, which have come to the fore in international law and trade debates (as well as disputes in some cases), specifically regarding registration and protection issues (Maher, ). Furthermore, governments have put labelling legislation high on the agenda in the past decade. In the EU, rules are put in place on the labelling, presentation and advertising of foodstuffs (most notably Council Directive 2000/13/EC and its amendments) to enable European consumers to get comprehensive and accurate information on the contents and the composition of food products, and therefore helping them to make an informed food choice. Within the EU General Food Law, traceability has occupied a very prominent position recently, most specifically with the establishment of Commission Regulation EC/178/2002 that defines the concept of traceability and contains its general provisions.
Indications on food labels, such as origin labels, geographical indications or other quality marks on food products may represent some value for consumers because they may be perceived as signalling a particular product specification (e.g. relating to authenticity and genuineness). Labels also signal a certain quality level, which does not necessarily need to be premium quality. For example, region and origin labels have been reported to be rather convenient marketing tools designed and used to signal and stress particular food product attributes, rather than objective signals of premium quality (Cannon, ). Otherwise it may be of little value and legibility to the end user. The General Food Law Regulation EC 178/2002 requires the traceability of all foodstuff, thus traceability has become mandatory and is no longer a criterion on which products can be differentiated. As a result, specific labelling of compliance with legal rules may be of little value to consumers. Simple compliance with mandatory standards is either not signalled to end users, or if signalled, it has little value since it does not allow consumers to draw meaningful quality expectations based on the information provision.
From a consumer perspective, labelling debates are about information, and its processing and use by the target audiences (Verbeke, ). Thus labels, including country of origin labels, geographical indications of origin, quality marks or organic labels are extrinsic information cues that can assist consumers in inferring product quality and forming quality expectations. Labels often signal a particular credence quality. Through their signal value and visibility on product packages similar to brands such labels may reach the status of a search cue, i.e. an information cue that consumers may more actively search for during their shopping and purchasing decision process.
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