Gatekeepers' Perceptions of Thai Geographical Indication Products in Europe |
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Authors: | Rungsaran Wongprawmas Maurizio Canavari Rainer Haas Daniele Asioli |
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Affiliation: | 1. Alma Mater Studiorum–University of Bologna , Bologna , Italy rungsaran.wongprawmas80@gmail.com;3. Alma Mater Studiorum–University of Bologna , Bologna , Italy;4. University of Natural Resources and Life Sciences , Vienna , Austria |
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Abstract: | 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. |
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Keywords: | factors influencing purchasing decision gatekeepers geographical indication perception Thai fruits and coffee |
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