Marketing the improvements in the supply chain for domestic agricultural produce: Legislation, Consumer Behavior, Estimation of market penetration potentiality

This research proposes an analysis of the functions of traceability limited only to aspects concerning the origin of food products, after having briefly described brief its main features. A plethora of studies have shown that the perception of European consumers about the traceability and the benefits they expect from this system are very closely related to the place of origin of foodstuffs. The latter is, in fact, the first association that consumers make when they are asked to give their own definition of traceability. Since consumers show interest in the geographical origin of the place of origin labeling it can be argued that the more they care about these issues, the more the specific benefits of traceability must be derived from them, being elements that guide consumer choices.