Evangelia Karamani, Eleftherios Alamanos and Eirini Tzimitra Kalogianni
3
such as Gorgonzola, Parmigiano-Reggiano and Mozzarella di Bufala have undergone modernization
over time but still retain their traditional identity and culture (Di Monaco et al., 2005). In order to
support the production of quality traditional foods, special attention is paid to the promotion and
protection of traditional products within the European Union (European Regulation 1151/2012) by
attributing labels such as Protected Designation of Origin (PDO) and Protected Geographical
Indications (PGI). Protected Geographical Indications (PGI) is a means of certifying a product derived
from a specific region or locality, where the quality, reputation or other essential characteristics of the
product are attributable to its geographical origin (Chinedu et al., 2017). In other words, it is an
instrument used to identify products associated with their origin. Typical examples are Mediterranean
products (Lepellere et al., 2019), which are produced from the Mediterranean countries and are
associated with the Mediterranean diet. Although these products have no specific geographical origin,
they have, however, shaped the way of life (culture) of the people in the Mediterranean over time.
According to the European Union's database (DOOR, 2018), countries of Southern Europe (Italy,
France, Spain, Portugal and Greece) have the most registered PDO and/or PGI products; with fruits,
vegetables, cereals and cheese the most frequently entered foods in terms of quality systems.
2.2 Organic Foods
Food produced without the use of fertilizers, pesticides, synthetic hormones, and artificial colours
are referred to as organic foods (Fotopoulos, 1996). Organic foods may be considered as differentiated
products as they have special characteristics in terms of reputation and image, design features,
reliability, and quality compared to their conventional counterparts (Sashi & Stern, 1995; Mtimet et al.,
2020). Organic farming emphasizes cultivation practices requiring locally applied systems, thus
promoting the wellbeing of the agricultural ecosystem, including biodiversity, biological cycles, and
soil biological activity.
According to Guerrero et al. (2009), food innovation refers to a new product resulting from the
modification of its ingredients, preparation, and packaging. The IFOAM-Organics International (TIPI)
Technology Innovation Platform is aimed at promoting innovation in organic farming and the
production of organic food through research and development (Arbenz et al., 2015). As a global
platform for research and innovation, TIPI has identified three strategies for developing innovation: (1)
developing research methods suitable for organic food and farming systems; (2) Renewal of
partnerships between farmers, farm consultants, scientists, and consumers; and (3) integration of the
technological, social, and ecological dimensions of innovation. Organic products are labelled ‘Organic’
in line with EU Regulation 2092/91. When an organic farm has been operating for less than two years,
labelling on the product is indicated as "Organic Agriculture Products in a Transitional Stage ". Also,
labelling must indicate the organization from which the control has come at any stage of the production
process.
Studies suggest that consumers of organic food are young women with young children, with a
high educational and income level (Schifferstein & Oude Ophuist, 1998; Cicia et al., 2002). Although
younger consumers tend to have a more positive attitude towards organic food, older consumers can
afford the cost of organic products and are more likely to buy these organic products, which are
expensive for the younger consumers (Magnusson et al., 2001). Studies have shown that when it comes
to having children, pregnant women frequently consume organic food as a desirable choice for their
babies and families, which ultimately impacts on family eating habits as they start consuming organic
products (Samolińska et al., 2017; Przybyłowicz & Kalinowska, 2011). In the present study, the
pregnant women were ready to accept the higher expenses related to the purchase of organic food.
Organic foods are generally welcomed as they are considered to be more nutritious, healthier,
safer, and environmentally friendly. Previous studies have shown that consumers are more likely to pay
more for the superior quality and taste of organic food, as well as for their certified "safety" by
regulatory bodies, such as the National Medical Product Administration (NMPA) in China and the U.S
Food and Drug Administration (FDA) (Chen & Lobo, 2012). Several studies have investigated the
motivations for buying organic foods, with the main motivating factors being health, the environment,
food safety and animal welfare, desire to support the local economy and a healthy lifestyle, nostalgia
for the past, and the pursuit of fashion (Mondelaers et al., 2009; Teng & Wang, 2015). Health and the
environment have been the leading factors impacting food choices in recent years (Rana & Paul, 2017).
This has also increased farmers' interest in producing and supplying organic food to the market in
response to the increasing consumer demand due to the positive impact on health (de Boer et al, 2009).
2.3 Functional Foods
Although no universally accepted definition of functional foods exists in the literature, functional
foods include a variety of ingredients that are natural or enriched and are believed to improve the