Country-of-origin and choice of food imports: an in-depth study of European distribution channel gatekeepers

Abstract

Country-of-origin preferences of distribution channel gatekeepers when sourcing food imports were investigated using in-depth interviews in five European markets. Channel member perceptions of product-country image related more to specific issues of confidence and trust in integrity of production, certification and regulatory systems than to country image stereotypes. This study integrates these trust-determining factors with price-perceived value constructs in order to build a comprehensive model applicable to food channel gatekeepers.