FURTHER READING

What do consumers want?

As a result of research into consumer preferences and perceptions a number of papers have been published which can give information about what consumer perceptions of traceability are. The references and abstracts can be found below.

• Kehagia, O., Chrysochou, P., Chryssochoidis, G., Krystallis, A. & Linardakis, M. (2007). European Consumers' Perceptions, Definitions and Expectations of Traceability and the Importance of Labels, and the Differences in These Perceptions by Product Type. Sociologia Ruralis, 47 (4), 400-416.

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.

• van Rijswijk, W., Frewer, L., Menozzi, D. & Faioli, G. (2008). Consumer perceptions of traceability: A cross-national comparison of the associated benefits. Food Quality and Preference, 19 (5), 452-464.

Abtract: Consumer perceptions regarding traceability were investigated by means-end-chain laddering. Consumers in four European countries were questioned about the benefits they associate with traceability related attributes. The benefits consumers associate with traceability are in terms of health, quality, safety and control, of which the latter was associated with trust and confidence. These benefits were similarly important in the countries investigated. Cross-national differences were also observed. Importantly, both quality and safety were shown to be related to traceability in the consumers′ minds with quality implying safety. The results show that traceability may contribute to improving consumer confidence. The most important aspects of traceability which should be incorporated into communication with consumers are discussed.

The following presentations from the PETER project will be of interest to consumers: A consumers view of food traceability - Eleni Alevritou.