The Role of Place of Origin in Consumer Confidence

In our more and more globalised world, as a consequence of the cessation of commercial obstacles, the consumers are able to find more varied products coming from different countries, and this is exactly the case in the food market as well. Together with this, following the development of science, new technologies appear in food production. But not only the movement of products, but also the movement of information has got liberalised, and it is more and more difficult for costumers to know their ways around it. As a consequence of these, the consumers’ sense of insecurity and risk sensitivity increases concerning the food appearing on supply. The food scandals of the last period further diminished consumers’ trust, which is due partly to the media and other interest groups. In order to mitigate the risks of food purchase, consumers are searching for authentic information about products. A solution can be the use of trademarks and geographical goods labelling in the case of food.