Product-country image and crises in the Spanish horticultural sector: Classification and impact on the market


  • M. Mar Serrano-Arcos Universidad de Almería
  • Juan Carlos Pérez-Mesa Universidad de Almería
  • Raquel Sánchez-Fernández Universidad de Almería



Consumer, food safety crisis, product-country image, Spanish horticultural exports


This research provides a conceptual framework to analyse the concept of ‘crisis’ and its multiple origins in the Spanish horticultural sector, the largest horticultural exporter in Europe. For this purpose, this study provides a typology of crises and a classification according to their nature, reasons, and temporary impact. Consequently, this research reviews and chronologically classifies the harmful campaigns that have originated several of those crises. Additionally, the impact on the perceived product-country image is analysed through an empirical research based on the results of a survey of consumers in several European countries.


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Author Biographies

M. Mar Serrano-Arcos, Universidad de Almería

Dpt. of Economics and Business.

Agrifood Campus of International Excellence, ceiA3

Juan Carlos Pérez-Mesa, Universidad de Almería

Dpt. of Economics and Business.

Agrifood Campus of International Excellence, ceiA3

Raquel Sánchez-Fernández, Universidad de Almería

Dpt. of Economics and Business.

Agrifood Campus of International Excellence, ceiA3


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