Gatekeepers' Perceptions of Thai Geographical Indication Products in Europe

Abstract

This study is aimed at exploring perceptions of European gatekeepers toward renowned Thai fruit and coffee products protected by geographical indication (GI) and factors influencing purchasing decision of gatekeepers toward imported food products. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy, and Switzerland in 2010. Content analysis and concept mapping were used to analyze data. Results show that Thai GI products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure that the product is successful. Support of consistent information and promotion campaigns and fulfillment of other gatekeepers' requirements of both products and suppliers are necessary.

KEYWORDS:

• factors influencing purchasing decision
• gatekeepers
• geographical indication
• perception
• Thai fruits and coffee

Acknowledgments

This research was performed in the framework of the project “Pro-GIs: Intellectual Property Right Extension & Geographical Indications Protection for the Benefit of EU-Thailand Trade” cofunded by the program “Thailand-EC Cooperation (TEC) Facility” of the European Union.

Notes

Note. GI = geographical indication.

Source. Data from the survey.

Note. GAP = Good Agricultural Practices; IFS = International Food Standard.

Source. Authors' elaboration of survey data.

Additional information

Notes on contributors

Rungsaran Wongprawmas

Rungsaran Wongprawmas is a Ph.D. student at the Department of Agricultural Economics and Engineering at the Alma Mater Studiorum—University of Bologna. Her research fields are food safety standards and quality management systems and agri-food marketing focusing on consumer behavior, international trade and quality products.

Maurizio Canavari

Maurizio Canavari holds a Laurea degree in Agricultural Sciences (Bologna, 1990) and a doctorate degree in Appraisal and Land Economics (Padova, 1996). He is associate professor of Agricultural Economics and Appraisal at the Alma Mater Studiorum–University of Bologna and he lectures on agrifood marketing, strategic marketing management in agribusiness and marketing research. Current research interests regard topics in agri-food marketing and economics of quality in the agri-food chains, such as trust and quality assurance and certification in food networks, marketing and consumer behavior related to quality food products, such as organic, functional and unique specialty food.

Rainer Haas

Rainer Haas is a professor at the Institute of Marketing & Innovation. His research field is Food & Ag-Business Marketing.

Daniele Asioli

Daniele Asioli is a post-doc research fellow at the Department of Agricultural Economics and Engineering at the Alma Mater Studiorum–University of Bologna, with a practical experience in food industry, specialized in agribusiness marketing, new food product development and food traceability.