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Country-of-Origin Labelling, Food Traceability Drivers and Food Fraud: Lessons from Consumers’ Preferences and Perceptions

Published online by Cambridge University Press:  03 July 2017

Michail BITZIOS ,
Lisa JACK ,
Sally-Ann KRZYZANIAK  and
Mark XU
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Abstract

Many factors influence consumers’ perceptions and purchasing decisions, with product labelling forming the primary means of communication. The extent to which labels should contain information about traceability is debated. Whilst traceability is an important tool used by food business organisations and regulators in assuring food safety, other drivers for information about traceability are less well understood. This paper reviews the issues related to drivers for traceability from a consumer perspective, and evaluates country-of-origin labelling (COOL), enabling technologies and food fraud as potentially significant drivers in consumer requirements for information. The implications for risk assessment, systems implementation and communications about traceability are also considered.

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Articles
Information
European Journal of Risk Regulation , Volume 8 , Issue 3 , September 2017 , pp. 541 - 558
Copyright
© Cambridge University Press 

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Footnotes

*

Michail Bitzios, Research Fellow; Lisa Jack, Professor in Accounting; Sally-Ann Krzyzaniak, Research Fellow and Mark Xu, Professor of Information Management, Portsmouth Business School, University of Portsmouth.

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