De-globalization of Food Markets? Consumer Perceptions of Safe Food: The Case of Norway

Food and agricultural products differ from other commodities on a global market. The classic economic models are not able to explain the food preferences of different consumer groups in an era of various ‘food scares’. This paper argues that consumer concern about safe food, together with national or regional differences in food culture, taste and traditions, will limit the globalization process. It also investigates how the globalization of food markets is reflected in the marketing of various agricultural products. In several countries there has been a focus on the country of origin in the marketing of different food products. There is a discussion of whether consumers have a natural preference for local products, whether national produce is regarded as something better and safer than imported food products, and whether consumer perceptions of safe food could set limits on the globalization of food markets.