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The Country of Origin of Food: Consumer Perceptions of Safety and the Issue of Trust

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  • Lobb, Alexandra E.
  • Mazzocchi, Mario

Abstract

It is becoming increasingly difficult for the general public to attempt to assess risks using traditional methods such as smell, taste or other physical attributes of food. The existence of extrinsic cues such as the country of origin (COO) of food can help to make food purchase decisions easier for consumers. However, the use of extrinsic cues depends heavily on the extent to which consumers trust such signals to be indicative of quality or safety, which in turn depends on the credibility behind that cue. Using an ordered probit model, COO is examined as an extrinsic cue for food safety by looking at the relationship between trust in food safety information provided by national food standards agencies (NFSAs) and the EU Food Safety Authority (EUFSA) with nationally representative data from 2725 face-to-face interviews across five European countries. Results suggest that COO of food is an extrinsic cue for food safety and as consumers place increasing importance on food safety they are more interested in food produced in their own country. This, coupled with consumer trust in a strong, and independent national food standards agency, suggests the potential exists for the increased consumption of domestically produced foods.

Suggested Citation

  • Lobb, Alexandra E. & Mazzocchi, Mario, 2006. "The Country of Origin of Food: Consumer Perceptions of Safety and the Issue of Trust," 99th Seminar, February 8-10, 2006, Bonn, Germany 7728, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae99:7728
    DOI: 10.22004/ag.econ.7728
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    References listed on IDEAS

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    1. Hobbs, Jill E., 2003. "Traceability And Country Of Origin Labelling," Proceedings of the 9th Agricultural and Food Policy Systems Information Workshop, 2003: Farm Policy Development and Policy Tensions under NAFTA 16813, Farm Foundation, Agricultural and Food Policy Systems Information Workshops.
    2. Bocker, Andreas & Hanf, Claus-Hennig, 2000. "Confidence lost and -- partially -- regained: consumer response to food scares," Journal of Economic Behavior & Organization, Elsevier, vol. 43(4), pages 471-485, December.
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