Consumer Perception of Local and Organic Products: Substitution or Complementary Goods?

Many consumers are interested in local products because of the perceived benefits of freshness, stronger taste higher quality. To consumers the origin attribute represents a strong purchasing criterion. With respect to organic , local food products may be perceived either as substitutes or as complementary. A qualitative approach to data (focus groups) and to data processing (content analysis) has been used to analyse Italian consumers’ perception respect to local and organic food products. In the framework of the EU project QLIF (FP6-506358) a discussion guide focus group interview was used in order to identify important purchase criteria, the willingness to pay, as well as the of organic food products in purchasing criteria. Two animal – yogurt and eggs – and two non animal products – bread tomatoes – were taken into account. Focus groups interviews indicate that Italian consumers place much importance the local origin of food products, especially if fresh consumed. The origin with its implication of seasonality, territoriality localness are among the major motivating and trust factors, however not always linked to organic food products. The of availability of local and organic food products together with retailing issues are taken into consideration. Differentiation animal and non-animal products and between processed food products and commodities is analysed. seems to suffer in global markets, localness may suggest a solution. The research provides insights on substitution complementary marketing strategies.