=Paper=
{{Paper
|id=Vol-3293/paper96
|storemode=property
|title=Consumer Perceptions and their Willingness to Pay for Food Products' Traceability: Some Evidence from Greece - Abstract
|pdfUrl=https://ceur-ws.org/Vol-3293/paper96.pdf
|volume=Vol-3293
|authors=Christos Roukos,Alexandra Pavloudi,Fotis Chatzitheodoridis,Achilleas Kontogeorgos
|dblpUrl=https://dblp.org/rec/conf/haicta/RoukosPCK22
}}
==Consumer Perceptions and their Willingness to Pay for Food Products' Traceability: Some Evidence from Greece - Abstract==
<pdf width="1500px">https://ceur-ws.org/Vol-3293/paper96.pdf</pdf>
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Consumer Perceptions and their Willingness to Pay for Food
Products' Traceability: Some Evidence from Greece -
Abstract
Christos Roukos 1, Alexandra Pavloudi 1, Fotis Chatzitheodoridis 2 and Achilleas
Kontogeorgos 1
1
    International Hellenic University, PO BO 141, Sindos Thessaloniki, 57400, Greece
2
    University of Western Macedonia, Kila Kozani, 50100, Greece


                 Summary
                 Traceability is deemed to be a significant factor of perception of food product quality and
                 safety, as it ensures valuable data for consumers. Recent studies show that in the post-COVID-
                 19 period, the traceability considered to be a major issue regarding the foods customers choose
                 to buy. Food product traceability is also considered as a crucial tool for food safety
                 management that inhibit mainly the food fraud and other safety issues (e.g. food
                 contamination). This study investigates the consumers’ perception on traceability in order to
                 find out: (a) the customers’ perception on traceability meaning, (b) the specific information
                 consumers require for the purchase of food products, (c) the sufficiency of information on the
                 package of six food products, and (d) the consumer willingness to pay for food product
                 traceability. Traceability was tested using variables related to customers’ perception on its
                 meaning and package information of food products. Also, customer willingness to pay for food
                 product traceability technology was investigated. The study is based on a self-response
                 questionnaire survey on a sample of 190 participants through the Google platform. The
                 surveyed participants’ ages ranged between 18 and 60. From the 190 participants, 44.2% were
                 male and 55.8% female. Regarding the level of education, most of the participants had higher
                 education (61.1%), and only 4.2% had completed primary school. The monthly income of the
                 surveyed participants mainly ranged between € 400 and 1200, which accounted for 65.8% of
                 the total. The results show that the consumers consider that traceability is obligatory according
                 to the General Food Law Regulation accounting for 35.8%. Furthermore only 33.0% of the
                 participants admit traceability is used in order to trace suppliers and raw materials or is used
                 for food product recalls. Considering the customers’ perception on package information, the
                 majority of the participants find the information about the expiration date (69.6%) and country
                 of origin (38.7%) to be very important, while a significant portion finds the information
                 concerning the country of origin (38.7%) to be very important. Safety issues on package
                 information such as storage conditions and allergens seem to be a quite important information
                 that concerns customers by 70.6% and by 60.5%respectively. The willingness to pay represents
                 the maximum amount of currency a customer is ready to pay for the product. In these terms,
                 the majority of consumers seems that have not the willingness to pay more for the application
                 of a traceability technology that provide more information on food quality and safety attributes.
                 This finding needs to be further studied in order to understand consumers’ willingness to pay for
                 specific food product attributes.

                 Keywords 1
                 Food products, Traceability, Food safety, Willingness to Pay, Greece




Proceedings of HAICTA 2022, September 22–25, 2022, Athens, Greece
EMAIL: roukxris@gmail.com (A. 1); apavloudi@gmail.com (A. 2); fchatzitheo@gmail.com (A. 3); akontoge@gmail.com (A. 4)
ORCID: 0000-0001-5384-4088 (A. 1); 0000-0003-4970-7552 (A. 2); 0000-0003-2008-1023 (A. 3); 0000-0002-4186-0379 (A. 4)
              ©️ 2022 Copyright for this paper by its authors.
              Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
              CEUR Workshop Proceedings (CEUR-WS.org)




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