Consumer valuation of traceability labels: a cross-cultural study in Germany and Greece

Purpose - The purpose of this paper is to assess impact of literacy on the combinations of traceability information on food packages of chilled chicken nuggets and fish fingers consumers choose. Design/methodology/approach - A discrete choice experiment, belonging to the "stated preference method" was designed to meet the purpose of this study with 512 German and Greek consumers. According to this method, the information is gathered using methods of distinct preference asking individuals face to face questions about their behaviour. Findings - The results indicate that literacy has an impact on the combinations of information consumers choose; specific information is most useful and sought by high-and low-literate consumers; and price is an important factor for the consumer choices presented in the current study, but cannot overshadow other equally important factors. Practical implications - Marketing issues are raised because of the importance and utility consumers attach to traceability systems. Originality/value - This is a novel research concerning literacy's impact on the combinations of package information chosen by consumers in Germany and Greece in relation to the two studied chilled chicken and fish products (i.e. chilled chicken nuggets and fish fingers).