MAPP, Aarhus School of Business, Aarhus University, Haslegaardsvej 10, DK-8210 Aarhus V, Denmark.
Appetite. 2009 Dec;53(3):322-31. doi: 10.1016/j.appet.2009.07.011. Epub 2009 Jul 23.
The implementation of traceability in the food supply chain has reinforced adoption of technologies with the ability to track forward and trace back product-related information. Based on the premise that these technologies can be used as a means to provide product-related information to consumers, this paper explores the perceived benefits and drawbacks of such technologies. The aim is to identify factors that influence consumers' perceptions of such technologies, and furthermore to advise the agri-food business on issues that they should consider prior to the implementation of such technologies in their production lines. For the purposes of the study, a focus group study was conducted across 12 European countries, while a set of four different technologies used as a means to provide traceability information to consumers was the focal point of the discussions in each focus group. Results show that the amount of and confidence in the information provided, perceived levels of convenience, impact on product quality and safety, impact on consumers' health and the environment, and potential consequences on ethical and privacy liberties constitute important factors influencing consumers' perceptions of technologies that provide traceability.
在食品供应链中实施可追溯性已经加强了采用能够跟踪和追溯产品相关信息的技术的应用。基于这些技术可以用作向消费者提供产品相关信息的手段这一前提，本文探讨了这些技术的优缺点。目的是确定影响消费者对这些技术的看法的因素，并进一步为农业食品企业提供建议，以便在其生产线中实施这些技术之前，考虑一些应该注意的问题。为此，本研究在 12 个欧洲国家进行了焦点小组研究，而一组用于向消费者提供可追溯性信息的四种不同技术则是每个焦点小组讨论的重点。结果表明，提供的信息量和可信度、感知的便利性水平、对产品质量和安全的影响、对消费者健康和环境的影响以及对道德和隐私自由的潜在影响，这些因素构成了影响消费者对提供可追溯性的技术的看法的重要因素。
