Figure 2.Percentage of appearance of quotations coded according to the indicated
codes attached to perception of traceability
It is outstanding the different perceptions of Italian and Spanish consumers.
Whereas Italians perceive traceability utility as more oriented to assess origin and
authenticity, Spanish expectations are linked to a major level of risk detection and
for the control of the product and production process. Probably, this cultural
difference may be due to the world- wide existing imitators of Italian food products,
such as Parma ham. Hence the increasing concern of Italians consumers to be
certain where their foods comes from. Although some Spanish food problems are
also being imitated, such as existing Rioja wine in US, it seems that participants’
main concern is to be assured of the transparency and control along the food
supply chain. Figure 3 and Figure 4 show different traceability perceptions related
to gender and age of participants.
Figure 3.Percentage of appearance of quotations coded according to the
indicated codes in relation to the gender of participants*
*Total of females= 20; total of males= 13
Whereas women seem to relate traceability more to the origin, men are mostly
aware of the importance of that system in order to control the product and
production process as well as to detect possible risks and as liable source of
information. It is also outstanding to observe that medium- age participants mainly
considered traceability utility to ascertain the place of production of a food product
and its authenticity, while young consumers perceive it also as a control and risk
detection tool in order to assess quality (Figure 4).
□ 18-39 ■ 40-59 □ >60
Figure 4.Percentage of appearance of quotations coded according to the indicated
codes in relation to the age of participants *
* Total of participants under 18- 39= 12; 40- 59= 12; >60= 9.
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