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在传统食品供应链中的消费者直觉品质,以希腊肉类供应链为例
ARTICLE IN PRESS0195-6663/$ - se
doi:10.1016/j.ap
Correspond
E-mail addrAppetite 48 (2007) 54–68
/locate/appetResearch report
Consumer-perceived quality in ‘traditional’ food chains:
The case of the Greek meat supply chain
Athanassios Krystallisa,, George Chryssochoidisa, Joachim Scholdererb
aLaboratory of Agribusiness Management, Agricultural University of Athens, Iera Odos 75, Evelpidi Building, Votanikos, GR 11855 Athens, Greece
bMAPP, Aarhus School of Business, Haslegaardsvej 10, DK 8210 Aarhus V, Denmark
Received 15 October 2005; received in revised form 27 June 2006; accepted 28 June 2006Abstract
Recent food scares have increased consumer concern about meat safety. However, the Greek ‘traditional’ meat supply chain from
producers to local butchers does not seem to realise the pressing consumer demand for certified meat quality. Or is it that, in such food
chains, this demand is not so pressing yet? The present paper seeks to answer this question based on a survey conducted in the Athens
area, involving a sample of 268 participants responsible for food purchasing decisions. The survey mainly aims to develop an integrated
model of factors that affect consumer-perceived meat quality and to develop the profile of different consumer segments in relation to
these perceptions. The substantial findings of the survey include the fact that, despite their enormous per capita consumption, the
majority of consumers are not particularly involved in the meat-purchasing process. Rather they attach importance to visual intrinsic
quality cues evaluated in a pre-purchasing context. In this respect, intrinsic quality cues are assigned a role similar to that of quality
certification; coupled with the choice of traditional channels and the resulting personal relation with the butcher, they can be understood
as efforts to decrease risk of the purchasing decision. Moreover, consumers with such behaviour seem to relate domestic country of origin
of meat mostly with perceptions of ge
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