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The Value of Food Certification and Labels for Consumers in Québec (Canada)

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  • Nathalie de Marcellis-Warin
  • Ingrid Peignier
  • Yoann Guntzburger

Abstract

Consumers’ habits regarding food are evolving. They are increasingly concerned about the impact of their diet on their health, but also on the environment and on the condition of the producers’ lives. Recent scandals regarding the agri-food industry and recurrent outbreaks of foodborne illness have also undermined the consumers’ trust in the quality of the food they buy. Globalization of the food supply chain and the increasing amount of processed food products make this judgment even more difficult. The development of label claims and certifications by the industry is intended to meet the new consumers’ expectations and help them in their decision-making. The main objective of this study was, therefore, to assess the value of food certification and label for consumers. To achieve this goal, a quantitative methodology based on a questionnaire has been developed. The survey has been designed based on the literature as well as consultations with key stakeholders from the agri-food industry. It covers three research themes: 1) perceptions and consumer behavior, 2) knowledge of the certification process and the potential for certification development and 3) use and influence of information sources. Administered by a polling and market research collaborator in January 2018, the questionnaire has been answered by a representative sample of the population (N = 1032). Les habitudes des consommateurs en matière de d’alimentation évoluent. Ils sont de plus en plus préoccupés par l'impact de leur alimentation sur leur santé, mais aussi sur l'environnement et sur les conditions de vie des producteurs. Les récents scandales concernant l'industrie agroalimentaire et les épidémies récurrentes de maladies d'origine alimentaire ont également miné la confiance des consommateurs dans la qualité de la nourriture qu'ils achètent. La mondialisation de la chaîne d'approvisionnement alimentaire et la quantité croissante de produits alimentaires transformés rendent ce jugement encore plus difficile. Le développement des allégations et certifications par l'industrie vise à répondre aux attentes des nouveaux consommateurs et à les aider dans leur prise de décision. L'objectif principal de cette étude était donc d'évaluer la valeur de la certification alimentaire et des labels pour les consommateurs. Pour atteindre cet objectif, une méthodologie quantitative basée sur un questionnaire a été développée. L'enquête a été conçue sur la base d’une revue de la littérature ainsi que sur des consultations avec des intervenants clés de l'industrie agroalimentaire. Il couvre trois thèmes de recherche: 1) les perceptions et le comportement du consommateur, 2) la connaissance du processus de certification et le potentiel de développement de la certification et 3) l'utilisation et l'influence des sources d'information. Les résultats présentés dans le rapport s’appuient sur une enquête administrée en janvier 2018 auprès d’un échantillon de 1032 répondants représentatif de la population du Québec.

Suggested Citation

  • Nathalie de Marcellis-Warin & Ingrid Peignier & Yoann Guntzburger, 2018. "The Value of Food Certification and Labels for Consumers in Québec (Canada)," CIRANO Project Reports 2018rp-11, CIRANO.
    • Handle: RePEc:cir:cirpro:2018rp-11
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    File URL: https://cirano.qc.ca/files/publications/2018RP-11.pdf
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    1. Nathalie de Marcellis-Warin & Ingrid Peignier, 2022. "Baromètre de la confiance des consommateurs québécois à l’égard des aliments -1 re édition," CIRANO Project Reports 2020rp-39, CIRANO.

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