Abstract
In this research, the attitude of European young adults (age 18 to 30 years) regarding their consumption of local and traditional products was examined. The survey was conducted on a sample of 836 consumers from seven European countries (Greece, Bulgaria, Romania, Slovenia, Croatia, Denmark and France). Data collection was made by distributing a developed questionnaire through social media and university mail services. Principal Component Analysis (PCA) was used to identify consumer perception comparing the overall sample with two subsets (consumers from Eastern and Western European countries). Six major factors were revealed: consumer behavior, uncertainty about health issues, cost, influence of media and friends and availability in store. Young adults had a positive attitude to local and traditional food products, but they expressed insecurity about health issues. Cost factor had less of an influence on interviewees from Eastern European countries than those from the overall sample (3rd and 5th factor accordingly). Influence of close environment was a different factor in Eastern countries compared to Western ones, for which it was common to see an influence from media. Females and older people (25–30 years old) have fewer doubts about Traditional Food Products, while media have a high influence on consumers’ decisions. The aim of this survey was to identify the consumer profiles of young adults and create different promotion strategies of local and traditional products among the two groups of countries.
Highlights
In 1919, French agronomists persistently requested their government to protect by law the quality of their wines from the Bordeaux region [1] and set the basis for the Geographical Indications (GIs) legal framework of the European Union (EU)
1403 products have been submitted to the EU as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Traditional Specialities Guaranteed (TSG), with the majority of them belonging to Southern European countries (Italy (293), France (244), Spain (194), Portugal (138), and Greece (105))
The questionnaire was based on the above-mentioned Theory of Planned Behavior (TPB) and Health Belief Model (HBM).Table 1 gives an overview of overall sample characteristics (n = 836), which was derived from questionnaires completed by 18–30 year old people from different European countries (Greece, Bulgaria, Romania, Slovenia, Croatia, Denmark, France, and England)
Summary
In 1919, French agronomists persistently requested their government to protect by law the quality of their wines from the Bordeaux region [1] and set the basis for the Geographical Indications (GIs) legal framework of the European Union (EU). Union’s (EU) bilateral agreements with Canada, USA and China provide the ability to promote the aforementioned products under the European legal framework, confirming in practice that locality characteristics can be an economic growth factor for these specific production areas [2]. Later on, this legal approach was accepted and adopted by non-EU countries as part of bilateral agreements signed between them. A few of those products originate from Northern European countries (Finland (10), Sweden (8), Denmark (6)) [5]
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