Consumers’ Perceptions about Food Safety Issues: Evidence from Albania

Abstract

Food safety has become an important food quality attribute within the last decade. Scholars are seeking to understand the evolution of food safety from a consumer perspective in order to identify its impact on the purchasing process. In developing countries like Albania, where the institutional environment and related controls still need improvement, issues with food safety are even more tangible. The main objective of the research described in this paper was to analyse consumer perceptions about food safety in Albania and the differences that exist among the social groups in the Albanian population. More than 300 face-to-face questionnaires were implemented among urban consumers in Tirana using a representative population sample concerning their perceptions about food safety in Albania, and their willingness to pay for safer food products. Consumers consider food safety to be a quality attribute of products, and in many cases think that organic products are safer than other products. Internationally well-known labels are considered to be safer than those with national labels. However, a short supply chain (direct sales) is associated with safer products. Interviewees would pay a higher price for safer food products. The results presented in this paper give insights into food safety in Albania and the situation in developing countries, and are important in relation to tailoring public policies and interventions into food safety.