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Abstract
Te aim of this paper is to explore consumers' perceptions and habits regarding traditional food
in the Western Balkan Countries. In each Western Balkan country, two focus groups were
carried-out (total twelve focus groups; eight to ten participants per each – total sample of 104
participants). Results of this study show that consumer motives for the choice of traditional
products pertain to higher health, safety, sensory and increasingly also sustainability beliefs
and expectation. Results of this study show many similarities in perception as and habits
towards traditional food in different WBC. Marketing techniques are critical in conveying
authenticity and enhancing the attractiveness of traditional food.