Territorial Food Product Perceptions in Greece and Spain

Abstract

Abstract Market orientation is the evolutionary focus of EU food policy initiatives. In the context of this study, an example of this ethos is the legislative support framework for territorial food products. Whilst quantitative studies exist which examine the perceptual determinants of such products, exploratory research exposing the importance of symbolic connotations is largely the preserve of the qualitative literature. This paper seeks to generalise these tentative qualitative findings, whilst extending the dearth of quantitativeliterature by focusing in more detail on segment profiles, employing both an improved multivariate treatment and ‘pooled data’ from two Mediterranean countries to examine the significance of ‘citizenship’ on product perception.