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Gatekeepers' perceptions of Thai Geographical Indication products in Europe

Wongprawmas, R., Canavari, M., Haas, R. and Asioli, D. (2012) Gatekeepers' perceptions of Thai Geographical Indication products in Europe. Journal of International Food & Agribusiness Marketing, 24 (3). pp. 185-200. ISSN 1528-6983

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To link to this item DOI: 10.1080/08974438.2012.691790


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.

Item Type:Article
Divisions:Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
University of Reading Malaysia
ID Code:76531
Publisher:Taylor & Francis

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