Consumer Preferences, Marketing Problems and Opportunities for Non-EU-based GIs: Experiences for Brazil, Serbia and Thailand

The topic of geographical indications (GIs) has been put on the map as an effective idea that could steer rural economic development along with food product value-enhancement in rural areas in emerging countries. However, numerous studies have indicated that such approaches have been intensively focused on the European Union (EU) or other developed countries, while there have been fewer investigations involving consumer preferences in developing or emerging countries. This poses a problem, especially as consumers’ voices are supposed to be the driving forces behind marketing strategies in the food business. This study condenses a collection of results from different studies performed by research students, entangled with the determination of consumer attitudes and preferences towards food products conveying GI labels based in non-EU countries (mangoes and coffee in Brazil, raspberries in Serbia, and fruit and vegetables in Thailand), and with both local (Brazilian) and foreign (Austrian) consumers and stakeholders. The outcomes that the comprehension of and reception by consumers in domestic markets might be more problematic than in foreign markets are put forward for consideration.