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Assessing consumer attitudes and perceptions towards food authenticity

Charoula Chousou (Aristotle University of Thessaloniki, Thessaloniki, Greece)
Konstadinos Mattas (Aristotle University of Thessaloniki, Thessaloniki, Greece)

British Food Journal

ISSN: 0007-070X

Article publication date: 26 June 2019

Issue publication date: 27 April 2021




The purpose of this paper is to identify and assess the factors that consumers evaluate significant in the assessment of food authenticity and guide them to make safe food choices.


In this respect, a mixture model for consumer preferences, namely CUB, was employed due to the ability of discriminate features that are rated similarly allowing the detection of significant similarities and differences in consumers’ judgments. Moreover, introducing covariates in CUB models allow studying the influence that consumers’ socio-demographic characteristics have on the importance of the attributes used in the assessment of food authenticity.


The results demonstrate that organic certificate, traditional and homemade production practices, origin certificate as well as information about product’s origin country and raw materials production region are significant quality cues enable consumers to judge food authenticity. In addition, consumers further segmentation according to socio-demographic characteristics indicate that country of origin information are mainly used by middle-aged consumers, highly educated and paid, whereas production techniques and organic certification constitute the most effective indicators for judging food authenticity by older consumers.


The paper confirms that consumers can use extrinsic and intrinsic quality cues to judge food’s authenticity.



The authors had no conflicts of interest in writing this paper. The authors are very grateful to the two reviewers, and sincerely appreciate their effort to improve the text significantly. The study received no specific grant from any funding from public, commercial or not-for-profit sectors.


Chousou, C. and Mattas, K. (2021), "Assessing consumer attitudes and perceptions towards food authenticity", British Food Journal, Vol. 123 No. 5, pp. 1947-1961.



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