MAPP Centre, Department of Management, Aarhus University, Fuglesangs Allé 4, 8210 Aarhus V, Denmark.
MAPP Centre, Department of Management, Aarhus University, Fuglesangs Allé 4, 8210 Aarhus V, Denmark.
Appetite. 2018 Nov 1;130:134-145. doi: 10.1016/j.appet.2018.08.016. Epub 2018 Aug 13.
Country-of-origin (COO) effects and consumer evaluation of organic food products are rarely studied in combination. The aim of this study was therefore to investigate organic consumers' preferences for imported organic food products from different origins and the underlying reasons for these preferences, including how consumers' COO preferences depend on the geographical distance to the COO. We employed a multi-method, qualitative approach consisting of in-store interviews (N = 255) and focus groups (six, N = 38) with organic consumers in three German cities located in the north (Hamburg, close to Denmark), west (Münster, close to The Netherlands) and south (Munich, close to Austria). The interviews confirmed the well-known preference for domestic (also for) organic products. It also revealed a preference for geographically close countries as origin for imported organic products. The main reason for this preference is the perceived negative environmental impact of transportation, followed by trust in the country and general country image. Implications for exporters of organic food products are discussed, underlining the importance of building trust and supporting a positive country image, especially in geographically close export markets.
产地效应和消费者对有机食品产品的评价很少结合在一起研究。因此，本研究旨在调查有机消费者对来自不同产地的进口有机食品产品的偏好，以及这些偏好的潜在原因，包括消费者对原产国的偏好如何取决于与原产国的地理距离。我们采用了一种多方法、定性的方法，包括在三个德国城市（位于北部的汉堡（靠近丹麦）、西部的明斯特（靠近荷兰）和南部的慕尼黑（靠近奥地利））进行的店内访谈（N=255）和焦点小组（六组，N=38）与有机消费者进行了访谈。访谈证实了对国内（也对）有机产品的众所周知的偏好。它还揭示了对地理上接近的国家作为进口有机产品的起源的偏好。这种偏好的主要原因是运输的负面环境影响，其次是对国家的信任和一般的国家形象。讨论了对有机食品产品出口商的影响，强调了建立信任和支持积极的国家形象的重要性，特别是在地理上接近的出口市场。
