Title: Food quality and safety: added value in a customer-oriented concept

Authors: Tina Vukasović

Addresses: International School for Social and Business Studies, Mariborska cesta 7, SI – 3000 Celje, Slovenia; DOBA Faculty, Prešernova 1, SI – 2000 Maribor, Slovenia

Abstract: The chapter presents results of consumer perception towards quality and safety domestic produced food with special emphasis on characteristics of urban consumers in Slovenia. The relationship between food safety and quality is addressed, and is discussed in the context of research on consumer's perception. The method used in the survey was a face-to-face interview. In total, 200 respondents participated in the survey. Consumers express a positive attitude towards quality and safety food. Quality and safety perception is linked to food choice and consumer demand, addressing questions of price perception and the validity of willingness-to-pay measurements. Food quality and safety became a most important consumers' concern. It is concluded that food quality and safety are central issues in today's food economics, though many research questions remain to be addressed.

Keywords: consumer perceptions; food safety; added value; value chain; Slovenia; food quality; food choice; consumer demand; price perceptions; willingness-to-pay.

DOI: 10.1504/IJVCM.2015.079208

International Journal of Value Chain Management, 2015 Vol.7 No.3, pp.241 - 254

Received: 09 Jun 2016
Accepted: 17 Jun 2016

Published online: 22 Sep 2016 *

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