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Awareness of the Vysočina Regional Food Labels With Context of Their Media Presence

Author

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  • Martina Chalupová

    (Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Praha 6-Suchdol, Czech Republic)

  • Martin Prokop

    (Department of Mathematics, College of Polytechnics Jihlava, Tolstého 16, 586 01 Jihlava, Czech Republic)

Abstract

The article presents results of research study that focused on the recognition of the Vysočina regional labels among the consumers in the region in connection with media analysis about the topic. Research among consumers was conducted in each district of Vysočina Region (Jihlava, Žďár nad Sázavou, Třebíč, Havlíčkův Brod and Pelhřimov) by interviewing a sample of 819 respondents, selected by quota sampling methods. The research was aimed at analysing the ability of respondents to recognise and differentiate two existing regional labels VYSOČINA Regional Product®, Regional Food Vysočina Region and also nonexistent brand From Our Region Vysočina, created by authors. Data have been processed with correspondence analysis and showed that respondents connect different characteristics with the labels. Media analysis of the Vysočina regional labels revealed that media may help building awareness about the labels but they do not shape respondents' views on them. Examining the link between the frequency of different types of information in media and their potential impact on the labels' pereception by consumers have shown distorted image. Stronger consensus between research and media analysis have been examined only on importance of products' origin, which can be viewed as a logical inference from the name of the labels.

Suggested Citation

  • Martina Chalupová & Martin Prokop, 2016. "Awareness of the Vysočina Regional Food Labels With Context of Their Media Presence," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(1), pages 223-234.
    • Handle: RePEc:mup:actaun:actaun_2016064010223
    DOI: 10.11118/actaun201664010223
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    References listed on IDEAS

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    1. Loureiro, Maria L. & Umberger, Wendy J., 2005. "Assessing Consumer Preferences for Country-of-Origin Labeling," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 37(1), pages 49-63, April.
    2. Jim Bingen, 2012. "Labels of origin for food, the new economy and opportunities for rural development in the US," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 29(4), pages 543-552, December.
    3. B. Ilbery & D. Maye, 2007. "Marketing Sustainable Food Production In Europe: Case Study Evidence From Two Dutch Labelling Schemes," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 98(4), pages 507-518, September.
    4. Nenadic, Oleg & Greenacre, Michael, 2007. "Correspondence Analysis in R, with Two- and Three-dimensional Graphics: The ca Package," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 20(i03).
    5. Wim Verbeke, 2005. "Agriculture and the food industry in the information age," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 347-368, September.
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    Cited by:

    1. Lucie Vokáčová & Klára Margarisová & Jan Huml & Jiří Čerkasov, 2017. "Regional Brands as an Attribute of Product Quality," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 2131-2140.
    2. Michal Stoklasa & Eva Pitrunová, 2020. "Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 243-253.

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