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Consumer perceptions of organic food in Romania: A qualitative approach
Lookup NU author(s)
Dr Carmen Hubbard
Dr Matthew Gorton
Popa A, Hubbard MC, Gorton M, Petrovici D
Conference Proceedings (inc. Abstract)
Joint FAO - IAMA workshop on "Agribusiness and Agro-industries Development in Central and Eastern Europe"
Year of Conference
20-21 June 2009
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Drawing on Keller’s (1993) theory of brand knowledge, this study assesses awarenessand associati ons of organic foods in Romania. Given the lack of previous research on the Romanian market, an exploratory, qualitati ve study based on focus groups was uti lized. Awareness is limited by confusion between the diff erent terms used for organic food (ecologic, eco, biologic, bio and natural). Content analysis reveals that consumers perceive two types of organic produce: certi fi ed, labelled products available from large retailers; and uncerti fi ed, ‘unintenti onally’ organic foods from small-scale producers in the countryside. While both types are associated with health benefi ts, parti cipants regarded local ‘unintenti onal’ organic produce as more authenti c and favourable. This is likely to limit the growth of the certified-organic market.
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