Consumers' Trust and Preferences Regarding Local Plant Varieties and Indigenous Farm Animal Breeds in Western Macedonia, Greece †.

The value of rearing indigenous animal breeds and cultivating local plant varieties is extremely high in terms of regional economy and heritage preservation. The purpose of the present research was to investigate the preferences and opinions of consumers in Western Macedonia regarding local varieties and indigenous breeds. For this purpose, an appropriate questionnaire was designed and distributed to a sample of 80 consumers from Western Macedonia. The questions combined the demographic, psychographic and institutional characteristics of consumers. According to our findings, most participants recognize the importance of the conservation of indigenous animal breeds and local plant varieties as well as the products derived from them. Additionally, a large percentage showed a preference for these products for the purpose of supporting the local economy. Nevertheless, particularly for indigenous animal breeds, despite the recognition of their high value and need for conservation, only a small proportion of the participants could name some of the indigenous breeds correctly. Conversely, this was not observed concerning local plant varieties, of which participants were more aware. Thus, better promotion and overall better marketing could enhance the recognition of these resources, emphasizing their high value. [ABSTRACT FROM AUTHOR]