IDEAS home Printed from https://ideas.repec.org/a/fan/ecaqec/vhtml10.3280-ecag2014-003005.html
   My bibliography  Save this article

The Country-of-Origin Effect for Chocolate made from Ecuadorian Cocoa: An Empirical Analysis of Consumer Perceptions

Author

Listed:
  • Verena Otter
  • Bianca Prechtel
  • Ludwig Theuvsen

Abstract

The indication of country of origin on food products is of growing importance and offers potentials for product differentiation to, among others, cacao producers from countries in the developing and transition stages. In this study the importance of country-of-origin (CoO) effects on the quality perception of chocolate among German consumers is examined using the example of Ecuadorian cacao. The quality perception of chocolate is the result of a complex perceptual process influenced by extrinsic and intrinsic product attributes, country images, socio-demographic and psychographic characteristics of the consumer and situational factors such as place of purchase. Based on this conceptual framework, an online survey has been conducted with 205 German chocolate consumers. ols regression analysis revealed a strong CoO-effect on the purchase of Ecuadorian chocolate. These findings have implications for management.

Suggested Citation

  • Verena Otter & Bianca Prechtel & Ludwig Theuvsen, 2014. "The Country-of-Origin Effect for Chocolate made from Ecuadorian Cocoa: An Empirical Analysis of Consumer Perceptions," Economia agro-alimentare, FrancoAngeli Editore, vol. 16(3), pages 43-60.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2014-003005
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=52382&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Verbeke, Wim & Roosen, Jutta, 2009. "Market Differentiation Potential of Country-of-origin, Quality and Traceability Labeling," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1), pages 1-16.
    2. Profeta, Adriano, 2008. "A Theoretical Framework for Country-of-Origin-Research in the Food sector," MPRA Paper 20540, University Library of Munich, Germany.
    3. Deselnicu, Oana C. & Costanigro, Marco & Souza-Monteiro, Diogo M. & McFadden, Dawn Thilmany, 2013. "A Meta-Analysis of Geographical Indication Food Valuation Studies: What Drives the Premium for Origin-Based Labels?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), pages 1-16, August.
    4. Kubitzki, Sabine & Krischik-Bautz, Stephanie, 2011. "Weiß der Verbraucher wirklich, welche Qualität er kauft? Eine Studie zur Qualitätserwartung an Prüfzeichen," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 60(01), pages 1-14, February.
    5. Schulze, Holger & Spiller, Achim & Bohm, Justus & de Witte, Thomas, 2008. "Ist Geiz wirklich geil? Preis-Qualitäts-Relationen von Hersteller- und Handelsmarken im Lebensmittelmarkt," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 57(06), pages 1-12.
    6. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
    7. Henseleit, Meike, 2011. "Die Nachfrage nach Fair-Trade-Produkten in Deutschland - Eine empirische Untersuchung unter Berücksichtigung von Präferenzen für Bio-Produkte," 51st Annual Conference, Halle, Germany, September 28-30, 2011 114495, German Association of Agricultural Economists (GEWISOLA).
    8. Kubitzki, Sabine & Krischik-Bautz, Stephanie, 2011. "Weiß der Verbraucher wirklich, welche Qualität er kauft? Eine Studie zur Qualitätserwartung an Prüfzeichen," Journal of International Agricultural Trade and Development, Journal of International Agricultural Trade and Development, vol. 60(1).
    9. Teuber, Ramona, 2007. "Geographical Indications of Origin as a Tool of Product Differentiation : The Case of Coffee," Discussion Papers 33, Justus Liebig University Giessen, Center for international Development and Environmental Research (ZEU).
    10. Leitow, Detmar & Jader, Karolina, 2005. "Einstellungen und Kaufverhalten bei regionalen Lebensmitteln – Ergebnisse empirischer Untersuchungen in Deutschland und Polen," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 40, March.
    11. Jayson L. Lusk & Jason Brown & Tyler Mark & Idlir Proseku & Rachel Thompson & Jody Welsh, 2006. "Consumer Behavior, Public Policy, and Country-of-Origin Labeling," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 28(2), pages 284-292.
    12. Grote, Ulrike, 2009. "Environmental Labeling, Protected Geographical Indications and the Interests of Developing Countries," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1), pages 1-17.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Trestini, Samuele & Stiletto, Alice, 2020. "Does Italian origin really determine a price premium for fluid milk? Evidences from a hedonic price analysis," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 22(1), June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Otter, Verena & Prechtel, Bianca & Theuvsen, Ludwig, 2014. "Der Country-Of-Origin-Effekt In Der Wahrnehmung Deutscher Verbraucher Von Schokolade Aus Ecuadorianischem Kakao: Herkunftsangaben Als Differenzierungspotential Für Lebensmittel Aus Außereuropäischen L," GlobalFood Discussion Papers 168526, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    2. Irz, Xavier & Mazzocchi, Mario & Réquillart, Vincent & Soler, Louis-Georges, 2015. "Research in Food Economics: past trends and new challenges," Revue d'Etudes en Agriculture et Environnement, Editions NecPlus, vol. 96(01), pages 187-237, March.
    3. Verbeke, Wim & Pieniak, Zuzanna & Guerrero, Luis & Hersleth, Margrethe, 2012. "Consumers’ Awareness and Attitudinal Determinants of European Union Quality Label Use on Traditional Foods," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 1(2), pages 1-17, August.
    4. Alexander E. Saak, 2011. "A Model of Labeling with Horizontal Differentiation and Cost Variability," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(4), pages 1131-1150.
    5. Fabio Boncinelli & Francesca Gerini & Benedetta Neri & Leonardo Casini, 2018. "Consumer willingness to pay for non‐mandatory indication of the fish catch zone," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 728-741, October.
    6. De Filippis, Fabrizio & Giua, Mara & Salvatici, Luca & Vaquero-Piñeiro, Cristina, 2022. "The international trade impacts of Geographical Indications: Hype or hope?," Food Policy, Elsevier, vol. 112(C).
    7. Egyir, Irene Susana & Adu-Nyako, Kofi & Okafor, Ralph, 2012. "The “Made in USA poultry label” and consumer choice in Ghana," 2012 Annual Meeting, February 4-7, 2012, Birmingham, Alabama 119745, Southern Agricultural Economics Association.
    8. Durand, Claire & Fournier, Stéphane, 2017. "Can Geographical Indications Modernize Indonesian and Vietnamese Agriculture? Analyzing the Role of National and Local Governments and Producers’ Strategies," World Development, Elsevier, vol. 98(C), pages 93-104.
    9. Luis F. Samper & Daniele Giovannucci & Luciana Marques Vieira, 2017. "The powerful role of intangibles in the coffee value chain," WIPO Economic Research Working Papers 39, World Intellectual Property Organization - Economics and Statistics Division.
    10. Chuthaporn Ngokkuen & Ulrike Grote, 2012. "Challenges and opportunities for protecting geographical indications in Thailand," Asia-Pacific Development Journal, United Nations Economic and Social Commission for Asia and the Pacific (ESCAP), vol. 19(2), pages 93-123, December.
    11. Chen, Xianwen & Alfnes , Frode & Rickertsen , Kyrre, 2015. "Labeling Farmed Seafood," Working Paper Series 10-2015, Norwegian University of Life Sciences, School of Economics and Business.
    12. Daniele Curzi & Martijn Huysmans, 2022. "The Impact of Protecting EU Geographical Indications in Trade Agreements," American Journal of Agricultural Economics, John Wiley & Sons, vol. 104(1), pages 364-384, January.
    13. Jasper Grashuis & Alexandre Magnier, 2018. "Product differentiation by marketing and processing cooperatives: A choice experiment with cheese and cereal products," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 813-830, October.
    14. von Meyer-Höfer, Marie & Spiller, Achim, 2014. "“Sustainability” a semi-globalisable concept for international food marketing - Consumer expectations regarding sustainable food – An explorative survey in industrialised and emerging countries," GlobalFood Discussion Papers 182513, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    15. Jena, Pradyot R. & Grote, Ulrike, 2012. "Impact Evaluation of Traditional Basmati Rice Cultivation in Uttarakhand State of Northern India: What Implications Does It Hold for Geographical Indications?," World Development, Elsevier, vol. 40(9), pages 1895-1907.
    16. Ngokkuen, Chuthaporn & Grote, Ulrike, 2012. "Geographical Indication for Jasmine Rice: Applying a Logit Model to Predict Adoption Behavior of Thai Farm Households," Quarterly Journal of International Agriculture, Humboldt-Universitaat zu Berlin, vol. 51(2), pages 1-29, May.
    17. Boncinelli, Fabio & Contino, Caterina & Romano, Caterina & Scozzafava, Gabriele & Casini, Leonardo, 2016. "Territory, environment, and healthiness in traditional food choices: insights into consumer heterogeneity," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(1), October.
    18. Marie-Vivien, Delphine & Biénabe, Estelle, 2017. "The Multifaceted Role of the State in the Protection of Geographical Indications: A Worldwide Review," World Development, Elsevier, vol. 98(C), pages 1-11.
    19. Christian Garavaglia & Paolo Mariani, 2017. "How Much Do Consumers Value Protected Designation of Origin Certifications? Estimates of willingness to Pay for PDO Dry‐Cured Ham in Italy," Agribusiness, John Wiley & Sons, Ltd., vol. 33(3), pages 403-423, June.
    20. Santeramo, Fabio Gaetano & Lamonaca, Emilia, 2020. "Objective risk and subjective risk: The role of information in food supply chains," MPRA Paper 104515, University Library of Munich, Germany.

    More about this item

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fan:ecaqec:v:html10.3280/ecag2014-003005. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=214 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.