The media in Western Europe have been responsible for heightening public awareness of food-related incidents by sensationalising newsworthy items. This phenomenon, termed social amplification, increases public perception of risks and erodes trust, and is particularly pronounced in the UK where public reaction is often disproportionate to the actual situation.

Because of the recent history of food-related concerns, public interest in the origin of foods and food products, and conditions of production, has intensified. Consumer concerns are expected to be reflected in the industrial purchasing decisions of the European food distribution sector relating to imported food products.

Studies into country of origin effects have shown that stereotypes associated with a particular country can reinforce, create and bias initial perceptions of products, resulting in negative attitudes. Extrinsic factors such as country of origin, brand name and store name can interact with price to influence consumer perceptions of product quality. Country of origin has been found to be even more important to purchasing agents than to consumers. It is therefore essential to understand whether perceptions of trustworthiness in relation to particular countries affect the purchasing behaviour of buyers or consumers.

A study by Knight et al.¹, investigated the various aspects of country image that influence key decision-makers within the European food distribution sector when making industrial purchasing decisions on imported food products. In-depth interviews were held with 17 food distribution companies and industry organisations in Europe. Major determinants influencing food product sourcing were found to be confidence and trust in production systems, integrity of the regulatory systems and reliability of suppliers, which appeared to be more important than general perceptions of country image based on scenic or environmental considerations.
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¹ Knight, J; Holdsworth, D; Mather, D (2007). Determinants of trust in imported food products: perceptions of European gatekeepers. British Food Journal 109 (10) 792-804.

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