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European Review of Agricultural Economics 2005 32(3):369-391; doi:10.1093/eurrag/jbi011
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Right arrow D11 - Consumer Economics: Theory
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© Oxford University Press and Foundation for the European Review of Agricultural Economics 2005; all rights reserved. For permissions, please email: journals.permissions{at}oupjournals.org

Food quality and safety: consumer perception and demand

Klaus G. Grunert

MAPP, Aarhus School of Business, Aarhus, Denmark

Corresponding author: Klaus G. Grunert, MAPP—Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Haslegaardsvej 10, 8210 Aarhus V, Denmark. E-mail:Email: klg{at}asb.dk

Summary

Research on consumer quality perception is reviewed using the Total Food Quality Model as a structuring device. The relationship between food safety and quality is addressed, and is discussed in the context of research on consumer risk perception. 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. 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, quality, risk, branding, means–end approach, Q13, Q18, M31, D11


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