Consumer perceptions of traceability: A cross national comparison of associated benefits

Consumer perceptions regarding traceability were investigated by means-end-chain laddering. Consumers in four European countries were questioned about the benefits they associate with traceability related attributes. The benefits consumers associate with traceability are in terms of health, quality, safety and control, of which the latter was associated with trust and confidence. These benefits were similarly important in the countries investigated. Cross-national differences were also observed. Importantly, both quality and safety were shown to be related to traceability in the consumers0 minds with quality implying safety. The results show that traceability may contribute to improving consumer confidence. The most important aspects of traceability which should be incorporated into communication with consumers are discussed.