of biotechnology to modify product properties. Extrinsic factors do not
necessarily have a direct influence on physical properties but influence
the acceptance of the product for consumers. The total of intrinsic and
extrinsic factors determines the purchase behavior (Jongen, 1995). In
Figure 1.2 this concept is visualized.
8 FOOD SUPPLY CHAINS: FROM PRODUCTIVITY TOWARD QUALITY
FIGURE 1.3Scheme of the production-distribution cycle indicating the quality di-
mensions of the actors in the chain.