Poznavanje in zaznavanje živil z geografsko označbo ali označbo porekla pri potrošnikih

Kos Skubic, Mira (author), Klopčič, Marija (mentor), Golob, Terezija (comentor)

EU je z namenom zaščite in promocije tradicionalnih živil sprejela Uredbo EU št. 1151/2012, v kateri določa živila z evropskimi znaki kakovosti, in sicer z zaščiteno označbo porekla (ZOP/PDO), z zaščiteno geografsko označbo (ZGO/PGI) in zaščiteno tradicionalno posebnostjo (ZTP/TSG). Da bi potrošniki lahko prepoznali navedena zaščitena živila in se za njih odločili pri nakupu, je pomembna uporaba evropskega znaka kakovosti na teh živilih, ki je od leta 2016 obvezna. O tej temi v Sloveniji ni bila izvedena še nobena raziskava, zato smo s to raziskavo skušali zapolniti to raziskovalno vrzel. Namen doktorske disertacije je bil ugotoviti, kakšno je poznavanje in zaznavanje živil z ZOP/PDO ali ZGO/PGI pri slovenskih potrošnikih, saj raziskave na področju proučevanja poznavanja in dojemanja različnih živil z označenimi nacionalnimi in evropskimi znaki kakovosti v Sloveniji še ni bilo. S hedonskimi testi smo ugotavljali vpliv segmentacije in sociodemografskih značilnosti potrošnikov na prepoznavnost in všečnost živil z označbo ZOP/PDO ali ZGO/PGI. Rezultati hedonske senzorične analize na paru zaščitenega in konvencionalnega vzorca sira (sir Tolminc in sir Planika), pršuta (Kraški pršut in Pršut Kras) in medu (Kraški med in med Zlati panj) so pokazali, da ni statistično značilnih razlik med potrošniki v senzoričnem prepoznavanju in všečnosti živil, označenih z nacionalnim in evropskim znakom ZGO/PGI ali ZOP/PDO, glede na segmente in sociodemografske značilnosti. S vprašalnikom, ki smo ga posredovali po pošti in pozneje nadgradili s vprašalnikom preko spleta, smo proučevali odnos potrošnika do živil z označbo ZOP/PDO ali ZGO/PGI ter poznavanje znakov kakovosti na nacionalni in evropski ravni. Ugotovili smo, da slovenski potrošniki bolje poznajo nacionalne znake kakovosti kot evropske. Z uporabo conjoint analize smo preverili, kako lastnosti kot so izvor, označba in cena, vplivajo na odločitev potrošnika pri nakupu. Ugotovili smo, da slovenski potrošniki ne dajejo prednosti slovenskim izdelkom, označenim z ZOP/PDO ali ZGO/PGI, in niso zanje pripravljeni plačati več. Slovenija spada v skupino evropskih držav, ki nimajo tradicije uporabe evropskih shem kakovosti, zato potrošniki slabo poznajo evropske znake kakovosti. Zato je potrebno v promocijske aktivnosti poleg živil z nacionalnimi označbami kakovosti vključiti tudi živila z evropskimi označbami kakovosti in potrošnikom predstaviti tudi evropsko shemo kakovosti.

• Language: Slovenian
• Keywords: živila, označba porekla, geografska označba, percepirana vrednost, poznavanje, zaznavanje, hedonski preskusi, potrošniki, conjoint analiza
• Work type: Doctoral dissertation
• Typology: 2.08 - Doctoral Dissertation
• Organization: BF - Biotechnical Faculty
• Publisher: [M. Kos Skubic]
• Year: 2019
• PID: 20.500.12556/RUL-106518
• UDC: 641.1:366.1:543.92
• COBISS.SI-ID: 5032568
• Publication date in RUL: 01.03.2019

Secondary language

• Language: English
• Title: Consumers knowledge and perceptions of foods with a geographical indication or designation of origin

Abstract

In order to protect and promote traditional food products, the European Union adopted Regulation No. 1151/2012, specifying three groups of foods products bearing the EU quality labels: Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Traditional Speciality Guaranteed (TSG). The use of the EU quality logo, mandatory since 2016, allows the consumers to recognise the products from the above quality schemes and ease their purchasing decisions. Since no study has yet been carried out on the knowledge and perception of food products with national and EU quality labels in Slovenia, the present research attempted to fill this gap. The purpose of the PhD thesis was to assess the knowledge and perception of PDO or PGI labelled food products among Slovenian consumers. Hedonic tests were carried out to determine the influence of consumer segmentation and sociodemographic characteristics on the visibility and liking of PDO or PGI labelled food products. The results of a hedonic sensory analysis of protected and conventional samples of cheese (Tolminc and Planika), prosciutto (Kraški pršut and Pršut Kras) and honey (Kraški med and Zlati panj) showed no statistically significant differences (relating to segmentation and sociodemographic characteristics) among the consumers regarding the sensory recognition and the liking of food products bearing national and European PGI or PDO labels. A questionnaire sent by mail and later upgraded via online served to examine consumers’ attitude towards food products labelled PDO and PGI and their knowledge of special quality labels, including those at national and European levels. According to the results, Slovenian consumers are better acquainted with national quality labels than they are with the European ones. A conjoint analysis was performed to examine how origin, designation and price affected the consumers’ purchasing decisions. It was found that Slovenian consumers do not favour Slovenian products labelled with PDO and PGI and are not willing to pay a higher price for such. The results prove that Slovenia belongs to a group of European countries that do not traditionally use EU quality schemes, which is why the consumers are rather unfamiliar with the EU quality labels. Hence, in addition to food products with national quality labels, promotional activities should include a presentation of food products with EU quality labels and European quality schemes.

• Keywords: foods, designation of origin, geographical designation, perceived value, perception, hedonic tests, consumers, conjoint analysis