The perception of EU quality signs for origin and organic food products among Polish consumers
2017
Bryła, P.
The paper aims to examine the perception of European Union quality signs for origin (protected designation of origin, protected geographical indication, traditional speciality guaranteed) and organic food products among Polish consumers and to test selected hypotheses concerning the associations between the perception of quality signs and consumer attitudes toward the consumption of origin and organic food products as well as their willingness to pay a higher price for such products than for conventional food. A survey was conducted in a representative sample of 1000 Polish consumers. It was carried out with the use of computer assisted web interview methodology. The respondents underlined the role of quality signs in positioning origin and organic products in the segment of premium prices, building competitive advantage on the basis of the differentiation strategy, and emphasising authenticity. We confirmed the relationship between the frequency of origin and organic food purchase and the role attributed to quality signs. We also found a strong correlation between the perception of European quality signs and the attitude toward origin and organic food. Finally, we confirmed the relationship between the positive perception of European quality signs and the self-reported willingness to pay a higher price for origin and organic food.
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