Consumers' attitudes towards imported food products

Abstract

The effects of country of origin on New Zealand consumers' perceptions of food product attributes, including nutritional value, safety, quality, taste, price, value for money, and environmental impact were investigated. A random population survey of shoppers ( n = 315) compared attributes of food products from six countries to those produced in New Zealand. Principal component analyses were used to identify underlying dimensions of attributes and overall product perceptions. Subsequently, stepwise regression analyses were used to assess predictors of these perceptions. Consumers' perceptions differed according to product-related and intrinsic consumer factors. The penetration of imported products in the market, the level of economic development of the exporting country, and the similarity of the culture of the exporting country were key product-related influences. Ethnocentrism, consumers' interest in foreign cultures, income, education, age and sex were the main consumer factors which influenced their perceptions of foreign food products.