| Up till now, no researches have been done on consumers’ acceptability of new technical supporters of traceability, especially for traditional food products. Therefore, in the framework of the EU research project TRACE, we carried out focus group discussions, individual laddering interviews (with hierarchical value maps) and a choice-based conjoint experiment. Traceability is a fashionable word with different meanings whether it comes to producers or to consumers. The formers link it to technical aspects while the latter see in it a path for safe and good quality food products. How to intersect these two dimensions when advertising trend and consumer expectations are focusing on traditional food products? In France, consumers are familiar with the word... |
