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首页> 外文期刊>British Food Journal >COO labeling as a tool for pepper differentiation in Germany: Insights into the taste perception of organic food shoppers
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COO labeling as a tool for pepper differentiation in Germany: Insights into the taste perception of organic food shoppers

机译：COO标签可作为德国胡椒区分的工具：洞悉有机食品购物者的口味感知

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Purpose - Country of Origin (COO) labeling has been shown in several studies to be an important extrinsic cue for consumers in their quality evaluation of food products such as olive oil, wine or tea. COO has not been discussed in the context of pepper; however pepper's quality highly depends on the heritage. This paper aims to explore this aspect. Design/methodology/approach - The study was conducted in an organic grocery store in Bonn, Germany. The first part of the face to face interviews at the point-of-sale were carried out for understanding consumers' attitudes towards different extrinsic quality cues. The second part covered the product-country-image of pepper as well as consumers' knowledge regarding COO and pepper quality. Third, the contingent valuation method is used to analyze organic consumers' willingness to pay (WTP). Fourth a blind-tasting of black pepper from different origins and production methods was conducted. Findings - The study reveals that organic consumers are able to experience taste differences due to COO though only a minority expects those taste differences. Thus, also concerned and involved consumers are not sufficiently informed on COO information to rely on their purchase decision of pepper. As a result consumers are not willing to pay a significant higher price for COO labeled pepper. Originality/value - This study is the first which combines face-to-face interviews regarding attitudes, image and knowledge with a blind tasting of pepper and an investigation of consumers' WTP for pepper from different origins and processing characteristics.
机译：目的-多项研究表明，原产国（COO）标签是消费者在评估橄榄油，葡萄酒或茶叶等食品质量时的重要外在提示。尚未在胡椒方面讨论COO。但是，胡椒的质量在很大程度上取决于传统。本文旨在探讨这一方面。设计/方法/方法-这项研究是在德国波恩的一家杂货店进行的。在销售点进行面对面访谈的第一部分是为了了解消费者对不同外部质量提示的态度。第二部分介绍了胡椒的产品国家形象以及消费者对COO和胡椒质量的了解。第三，或有估值法用于分析有机消费者的支付意愿（WTP）。第四，对来自不同产地和生产方法的黑胡椒进行了盲品。调查结果-研究表明有机消费者能够体验到由于COO引起的口味差异，尽管只有少数人期望这些口味差异。因此，关注和参与的消费者没有充分了解COO信息，无法依靠其购买胡椒的决定。结果，消费者不愿意为带有COO标签的胡椒支付更高的价格。原创性/价值-这项研究是首次将面对面的态度，形象和知识面谈与盲目品尝胡椒相结合，并调查了消费者对不同来源和加工特性的胡椒的WTP的调查。

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