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.

Gatekeepers' Perceptions of Thai Geographical Indication Products in Europe / Wongprawmas, Rungsaran; Canavari, Maurizio; Haas, R.; Asioli, Daniele. - In: JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING. - ISSN 0897-4438. - 24:3(2012), pp. 185-200. [10.1080/08974438.2012.691790]

Gatekeepers' Perceptions of Thai Geographical Indication Products in Europe

WONGPRAWMAS, RUNGSARAN;CANAVARI, MAURIZIO;
2012-01-01

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.
2012
Gatekeepers' Perceptions of Thai Geographical Indication Products in Europe / Wongprawmas, Rungsaran; Canavari, Maurizio; Haas, R.; Asioli, Daniele. - In: JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING. - ISSN 0897-4438. - 24:3(2012), pp. 185-200. [10.1080/08974438.2012.691790]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11381/2937405
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