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Abstract
Food traceability has become mandatory since 1st January 2005 in the European Union.
Traceability of products and activities in the supply chain has become a new factor of competitiveness in
agribusiness and is deemed to be an important criterion of perception of food product quality and safety
for consumers. This paper has three objectives: i) to get a deeper understanding of the role of the "ability-to-
trace" in consumer decision- making process with respect to food, ii) to measure consumers'
acceptability for food traceability, iii) to check the differences of these matters across twelve European
countries in order to highlight any specificity. The purpose is based on the analysis of the verbatim
recorded within twenty four focus groups discussions carried- out in autumn 2005.