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Nutri-Score Vs. Nutrition Claim: The Effects of Incongruent Front-of-Pack Nutritional Information on Consumer Perceptions of Product Healthiness, Brand Attitude, and Purchase Intention 营养评分与营养声称:包装前营养信息对消费者对产品健康度、品牌态度和购买意愿的影响
IF 2.9 Q2 BUSINESS Pub Date : 2023-03-24 DOI: 10.1080/10454446.2023.2205351
Loes Janssen, Eline A. M. Bogaert
ABSTRACT To encourage healthier food choices, an increasing number of EU governments introduced the Nutri-Score nutrition label on food package fronts. However, the label score, ranging from A (most healthy in comparison to food group alternatives) to E (least healthy), may conflict with marketing-incentivized nutrition claims that highlight positive nutritional aspects of foods (e.g., “high in fiber”) that are in fact of poor nutritional quality. To investigate how consumers respond to this discrepant front-of-pack nutritional information, we performed a 3 (Nutri-Score: A vs. E vs. absent) × 2 (Nutrition claim: present vs. absent) between-subjects experiment among 246 Dutch consumers, measuring perceived product healthiness, persuasion knowledge (i.e. critical awareness of the claim’s promotional intent), and marketing outcomes (i.e. brand attitude and purchase intention). Without a nutrition claim, breakfast cereal was perceived healthier with Nutri-Score A and less healthy with Nutri-Score E (vs. Nutri-Score absence), affecting marketing outcomes accordingly. However, in the presence of a nutrition claim (“no added sugars”), no Nutri-Score effects occurred. Nutri-Score presence was unable to interrupt the promotional effect of a concurrent nutrition claim on an E-labeled breakfast cereal. However, the more a nutrition claim was perceived as a misleading marketing attempt, the less positive its effects on consumer responses.
摘要为了鼓励人们选择更健康的食品,越来越多的欧盟国家政府在食品包装正面推出了Nutri Score营养标签。然而,标签评分从A(与食品组替代品相比最健康)到E(最不健康),可能与营销激励的营养声明相冲突,这些营养声明强调了食品的积极营养方面(例如“高纤维”),而事实上这些食品的营养质量很差。为了调查消费者对这种不一致的包装前营养信息的反应,我们在246名荷兰消费者中进行了一项3(营养评分:a vs.E vs.不存在)×,以及营销结果(即品牌态度和购买意愿)。在没有营养声明的情况下,早餐麦片在营养评分a时被认为更健康,在营养评分E时则不那么健康(与没有营养评分相比),从而影响营销结果。然而,在存在营养声明(“不添加糖”)的情况下,没有发生营养评分影响。Nutri Score的存在并不能中断同时对电子标签早餐麦片进行营养声明的宣传效果。然而,营养声明越是被视为误导性的营销尝试,其对消费者反应的积极影响就越小。
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引用次数: 0
The Influence of Various Information About Insect Content and Its Advantages on the Acceptance of Foods Containing Insects 昆虫含量的各种信息及其优势对含昆虫食品接受度的影响
IF 2.9 Q2 BUSINESS Pub Date : 2023-03-24 DOI: 10.1080/10454446.2023.2206364
K. Goncikowska, K. Modlińska, D. Adamczyk, Umut Can Altuntaş, D. Maison, Wojciech Pisula
ABSTRACT Information about the content of food products affects the potential consumers’ willingness to purchase certain foodstuffs and include them in their diet. The presentation and scope of information are essential in the case of marketing specific products such as insect-based foods. The purpose of our study was to investigate the influence of information about a product’s advantages, coupled with verbal and visual information provided on the packaging, on the participants’ assessment of food containing insects. The participants (N = 659) were informed about the environmental or health benefits of ingesting insects. They were subsequently presented with a picture of a food product with different types of information about the insect content and asked to evaluate the product. The results suggest that providing images of insects on the packaging results in a lower assessment of the food containing insects. A brief presentation of the advantages of entomophagy has no impact on insect-based food assessment.
摘要有关食品含量的信息会影响潜在消费者购买某些食品并将其纳入饮食的意愿。在营销昆虫食品等特定产品的情况下,信息的呈现和范围至关重要。我们研究的目的是调查有关产品优势的信息,以及包装上提供的口头和视觉信息,对参与者对含昆虫食物的评估的影响。参与者(N = 659)被告知摄入昆虫对环境或健康的益处。随后,他们收到了一张带有不同类型昆虫含量信息的食品图片,并被要求对该产品进行评估。结果表明,在包装上提供昆虫图像会导致对含有昆虫的食物的评价较低。简要介绍昆虫吞噬的优点对基于昆虫的食物评估没有影响。
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引用次数: 0
Do Traffic Light Labels Influence Food Purchase Intentions? The Moderating Effect of Health Risk Perception 红绿灯标签会影响食品购买意愿吗?健康风险认知的调节作用
IF 2.9 Q2 BUSINESS Pub Date : 2023-03-24 DOI: 10.1080/10454446.2023.2202625
Teng Ma, Jingbo Zhang
ABSTRACT Most extant nutrition labeling studies examine how different nutrition labels affect consumers’ purchase intentions or how nutrition knowledge influences shoppers’ final decisions. However, most scholars have ignored that the channel of risk attitudes toward a food product may indirectly affect shoppers’ purchase intentions as a result of the health risk perception arising at the time of seeing nutrition labels. We empirically compare the effect of the Traffic Light (TL) label with the icon-only nutrition label on participants’ attitudes and health risk perceptions linked to their purchase intentions regarding a pizza product. The findings from the online experiment show that the TL label has a more significant effect on purchase intention than the icon-only nutrition label. However, this effect is different based on consumers’ health risks perception. Consumers with low health risk perception were more likely to purchase pizza, but those with high health risk perception decrease their purchases.
大多数现有的营养标签研究考察了不同的营养标签如何影响消费者的购买意愿或营养知识如何影响购物者的最终决定。然而,大多数学者忽略了对食品的风险态度的渠道可能会间接影响购物者在看到营养标签时产生的健康风险认知,从而影响购物者的购买意愿。我们通过实证比较了交通灯(TL)标签与纯图标营养标签对参与者的态度和健康风险感知的影响,这些态度和健康风险感知与他们对披萨产品的购买意图有关。在线实验结果表明,TL标签对购买意愿的影响比纯图标营养标签更显著。然而,根据消费者的健康风险认知,这种效果是不同的。健康风险认知低的消费者更倾向于购买披萨,而健康风险认知高的消费者则会减少购买披萨。
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引用次数: 0
The Consumption of Fresh Organic Food: Premium Pricing and the Predictors of Willingness to Pay 新鲜有机食品的消费:溢价定价与支付意愿预测
IF 2.9 Q2 BUSINESS Pub Date : 2023-03-03 DOI: 10.1080/10454446.2023.2185118
Eluiza Alberto de Morais Watanabe, Solange Alfinito, Thaíssa Velloso Castelo Branco, Caroline Felix Raposo, Marina Athayde Barros
ABSTRACT The paper presents three studies. Study 1 identified the price charged by retailers for different types of organic produce, comparing the prices of organic and non-organic food. Studies 2 and 3 analyzed the predictors of the willingness to pay. Study 2 focused on the role of socioeconomic status, trust, health concerns, and environmental concerns. Study 3 tested the importance of the place of purchase and of labeling. The studies surveyed 917 consumers in total. The results showed that retailers charged a premium price for organic food. Most consumers are prepared to pay a premium of between 5% and 10%. Income and the presence of organic labeling are significant predictors of willingness to pay, while environmental concerns and the place of purchase are not. The results can contribute to the decision-making and the expansion of the studies about WTP for organic food in the Brazilian context, paving further studies.
摘要本文提出了三项研究。研究1通过比较有机食品和非有机食品的价格,确定了零售商对不同类型的有机产品收取的价格。研究2和3分析了支付意愿的预测因素。研究2的重点是社会经济地位、信任、健康问题和环境问题的作用。研究3测试了购买地点和标签的重要性。这项研究总共调查了917名消费者。结果显示,零售商对有机食品收取高价。大多数消费者准备支付5%至10%的保险费。收入和有机标签的存在是支付意愿的重要预测因素,而环境问题和购买地点则不是。研究结果有助于巴西有机食品WTP研究的决策和扩展,为进一步研究铺平道路。
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引用次数: 4
From Fatigue Fighter to Heartburn Healer: The Evolving Marketing of a Functional Beverage in Sweden 从疲劳斗士到胃灼热治疗者:瑞典功能性饮料的不断发展的营销
IF 2.9 Q2 BUSINESS Pub Date : 2023-01-02 DOI: 10.1080/10454446.2023.2174395
L. O’Hagan
ABSTRACT This paper historicizes our understanding of the contemporary functional beverage trend by focusing on the marketing practices of the biggest-selling “health drink” in early twentieth-century Sweden: Samarin. Drawing upon a large dataset of Samarin advertisements, it uses multimodal critical discourse analysis to track the evolution of Samarin over a 48-year period, from its launch in 1923 to the introduction of the Market Practices Act in 1971, which clamped down on false advertising. The analysis demonstrates how Samarin advertisements were continuously reshaped to capitalize upon new scientific/medical discoveries, societal changes, and public interests, tapping into evolving ideas on health and diet to remain popular with consumers. Through these constantly shifting discourses, Samarin became mythologized and framed as a “good” food choice, essential to maintaining a healthy lifestyle. The findings reveal that many of these strategies are still used today, despite legislation in place that is supposed to protect consumers.
摘要:本文以20世纪初瑞典最畅销的“健康饮料”萨马林的营销实践为研究对象,对当代功能饮料趋势的认识进行了历史梳理。利用Samarin广告的大量数据集,它使用多模态批评话语分析来追踪Samarin在48年期间的演变,从1923年成立到1971年推出《市场实践法案》(Market Practices Act),后者打击了虚假广告。分析表明,Samarin广告是如何不断重塑,以利用新的科学/医学发现、社会变化和公众利益,利用不断发展的健康和饮食观念,以保持受消费者欢迎。通过这些不断变化的话语,Samarin被神话化,并被框定为一种“好”的食物选择,对保持健康的生活方式至关重要。调查结果显示,尽管有保护消费者的立法,但其中许多策略至今仍在使用。
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引用次数: 2
Exploring Shopper Reactions to Grocery Stockouts 探索购物者对杂货店缺货的反应
IF 2.9 Q2 BUSINESS Pub Date : 2023-01-01 DOI: 10.1080/10454446.2022.2160223
Ronald B. Larson, B. Ferrin
ABSTRACT Retailers continue to struggle to improve product on-shelf availability (OSA). Stockouts generate significant profitability and reputation effects. This research utilizes an online survey of 1,399 U.S. adults self-reporting their reaction to a stockout of a grocery item they regularly buy. Findings indicate that perceptions of private label purchase riskiness were related to switching stores in response to stockouts. When confronted with a stockout, shoppers who patronized multiple stores each week and those manifesting short-term orientations were more likely to switch stores than buy a substitute. The switch-stores reaction was linked to three demographic attributes: race, households with children, and gender. Nonwhites were more likely to switch stores than purchase a substitute and women and households with children were less likely to switch stores than purchase a substitute. This research concludes with a discussion of options that food retailers could deploy tactics to help reduce the harmful effects of stockouts.
零售商继续努力提高产品上架可用性(OSA)。缺货会产生显著的盈利能力和声誉影响。这项研究利用了一项对1399名美国成年人的在线调查,他们自我报告了他们对经常购买的食品缺货的反应。研究结果表明,对自有品牌购买风险的认知与因缺货而切换商店有关。当面临缺货时,每周光顾多家商店的购物者和那些表现出短期倾向的购物者更有可能换家商店,而不是购买替代品。转换商店的反应与三个人口统计属性有关:种族、有孩子的家庭和性别。非白人更有可能更换商店而不是购买替代品,而女性和有孩子的家庭更不可能更换商店而不是购买替代品。本研究最后讨论了食品零售商可以采用的策略,以帮助减少缺货的有害影响。
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引用次数: 0
Consuming Rural Territories through Food – A Segmentation Analysis Based on the Food Choices of Urban Specialty Stores’ Customers 通过食品消费农村领地——基于城市专卖店顾客食品选择的细分分析
IF 2.9 Q2 BUSINESS Pub Date : 2022-11-22 DOI: 10.1080/10454446.2022.2150831
Elisabete Figueiredo, Teresa Forte, C. Eusébio, Alexandre Silva, M. Truninger
ABSTRACT The increasing interest of consumers in rural provenance food products is known to meet concerns regarding authenticity, health, safety, and sustainability and to be based on knowledge and familiarity. Based on the results of a survey to 1553 customers of 24 urban specialty shops, located in three Portuguese cities, this study aims at identifying different segments of consumers of rural provenance foods according to the criteria they value when acquiring and consuming those products. From a hierarchical cluster analysis based on shopping preferences, three clusters were identified: The Influenced, choosing the products mainly by recommendation; The Provenance Seekers, privileging provenance and related qualities; and The All-embracers, considering a multiplicity of criteria when shopping. These clusters differ in terms of socio-demographic profiles, products bought, consumption behavior, familiarity with rural areas, and images of food products and territories of provenance. Results show the mutual influence of these dimensions on food preferences.
消费者对农村原产食品日益增长的兴趣是基于对知识和熟悉程度的,以满足对真实性、健康、安全和可持续性的关注。基于对葡萄牙三个城市的24家城市专卖店的1553名顾客的调查结果,本研究旨在根据他们在获取和消费这些产品时所看重的标准,确定农村来源食品的不同消费者群体。通过基于购物偏好的分层聚类分析,确定了三个聚类:受影响的,主要通过推荐来选择产品;追求种源者,重视种源和相关品质;以及无所不包者,在购物时考虑多种标准。这些群体在社会人口概况、购买的产品、消费行为、对农村地区的熟悉程度以及对食品和原产地的印象方面存在差异。结果表明,这些维度对食物偏好的相互影响。
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引用次数: 0
The Effects of Hedonic and Nutritional Claims on Consumers’ Pain of Paying 享乐和营养声称对消费者支付痛苦的影响
IF 2.9 Q2 BUSINESS Pub Date : 2022-11-22 DOI: 10.1080/10454446.2022.2150830
A. Arboleda
ABSTRACT Food gives consumers a nourishing and hedonic experience; however, paying for food and groceries creates a negative emotion that decreases consumers’ buying experience. This research uses claims to emphasize food’s nutritional or hedonic appeal, which was expected to reduce the pain of paying. This study uses a mixed model experiment to measure the pain of paying for five products (i.e., chips, juice, meat, yogurt, and apple). The information placed on the packages was the between-group conditions (nutritional, hedonic, and control). The participants responded differently to the nutritional or hedonic claims depending on the product. The hedonic claim decreased the pain of paying for meat, yogurt, and apple. Therefore, the pain of paying decreased in healthy food compared to food with intrinsic hedonic characteristics. Practical implications in food labeling are discussed.
摘要食品给消费者一种滋养和愉悦的体验;然而,购买食品和杂货会产生负面情绪,降低消费者的购买体验。这项研究利用声称来强调食物的营养或享乐吸引力,这有望减轻支付的痛苦。这项研究使用混合模型实验来衡量为五种产品(即薯片、果汁、肉、酸奶和苹果)付费的痛苦。包装上的信息是组间条件(营养、享乐和对照)。根据产品的不同,参与者对营养或享乐主张的反应不同。享乐主义的主张减轻了为肉、酸奶和苹果买单的痛苦。因此,与具有内在享乐特征的食物相比,健康食物的支付痛苦降低了。讨论了食品标签的实际意义。
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引用次数: 2
Tell Me What You Drink, I’ll Tell You Who You Are: Status and Fashion Effects on Consumer Conformity 告诉我你喝什么,我告诉你你是谁:地位和时尚对消费者一致性的影响
IF 2.9 Q2 BUSINESS Pub Date : 2022-09-02 DOI: 10.1080/10454446.2022.2137720
Jailson Lana, Maria José Barbosa de Souza, Jeferson Lana, Raul Beal Partyka
ABSTRACT Consumers follow other consumers in the pursuit of social dividends through consumption, to fit in with aspiration groups, and to belong in the group. These are conformity phenomena which is the cognitive process where an individual’s thoughts, feelings, and actions are affected by other people. This study investigates the influence of fashion and status in creating consumer conformity. Two experiments and subsequent logistic regression analyses were carried out with craft beer as an empirical field. The results show that: fashion influences consumption conformity but status is partially supported. In both, the results point to a relevant and non-trivial effect on the choice of the treatment variable. The study expands the evidence of consumption conformity and the practical applicability of the conformity stimulus to create waves of consumption, with aggregation and understanding of the formation of the craft beer consumer market.
摘要消费者跟随其他消费者,通过消费追求社会红利,融入渴望的群体,融入群体。这些是整合现象,是一个个体的思想、感受和行为受到他人影响的认知过程。本研究调查了时尚和地位对创造消费者一致性的影响。以精酿啤酒为经验场进行了两个实验和随后的逻辑回归分析。结果表明:时尚影响消费一致性,但地位得到部分支持。在这两种情况下,结果都指出了对治疗变量选择的相关且非微不足道的影响。该研究扩展了消费一致性的证据和一致性刺激的实际适用性,以创造消费浪潮,聚集和理解精酿啤酒消费市场的形成。
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引用次数: 0
Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya 购买橙肉红薯汁的意愿:肯尼亚农村和城市消费者的比较
IF 2.9 Q2 BUSINESS Pub Date : 2022-09-02 DOI: 10.1080/10454446.2022.2137719
Antonate Akinyi Owuor, D. Otieno, J. Okello, W. Oluoch-Kosura
ABSTRACT Bio-fortified foods including orange-fleshed sweet potato (OFSP) have been promoted worldwide as a potential mechanism to combat Vitamin A deficiency. One of the ways to promote consumption of OFSP is to process it into less perishable products with wider geographical coverage. However, there is a dearth of empirical insights on the specific attributes that consumers desire in such value-added products; this constrains sustainable investments in such initiatives. In order to fill this knowledge gap, the current study assessed consumers’ willingness to pay for OFSP juice attributes in rural and urban areas using choice experiment approach. Results showed that on average, for each liter of OFSP juice, rural consumers were willing to pay premiums of USD0.58, 0.39, 0.66, 0.75 and 0.72 respectively for the juice with OFSP only or that with OFSP and lemon as opposed to that with OFSP and mango; OFSP juice with additives; origin labeling of the OFSP juice and; joint inspection and certification of the OFSP juice rather than public inspection and certification. On the contrary, rural consumers demanded a discount of USD0.25 for involvement of private rather than public entities in the inspection and certification process. The urban consumers on the other hand, were willing to pay USD0.93, 0.82, 2.22, 0.32, 0.54 and 0.76 respectively, for juice with OFSP only or that with OFSP and lemon instead of OFSP and mango; additives, origin labeling and; private or joint inspection and certification as opposed to public inspection of the juice. These findings should inform the design of OFSP juices that meet the heterogeneous preferences of the rural and urban consumers.
摘要:包括橙肉红薯(OFSP)在内的生物强化食品作为对抗维生素a缺乏症的一种潜在机制,已在全球范围内得到推广。促进OFSP消费的方法之一是将其加工成更广泛地理覆盖范围的不易腐烂的产品。然而,对于消费者在此类增值产品中所期望的具体属性,缺乏实证见解;这限制了对此类举措的可持续投资。为了填补这一知识空白,本研究使用选择实验方法评估了农村和城市地区消费者为OFSP果汁属性付费的意愿。结果表明,与OFSP和芒果相比,平均每升OFSP果汁,农村消费者愿意为仅含OFSP的果汁或含OFSP和柠檬的果汁分别支付0.58、0.39、0.66、0.75和0.72美元的保费;含添加剂的OFSP果汁;OFSP果汁的原产地标签;OFSP果汁的联合检查和认证,而不是公开检查和认证。相反,农村消费者要求私人而非公共实体参与检查和认证过程的折扣为0.25美元。另一方面,城市消费者愿意为仅使用OFSP的果汁或使用OFSP和柠檬代替OFSP和芒果的果汁分别支付0.93、0.82、2.22、0.32、0.54和0.76美元;添加剂、原产地标签和;私人或联合检查和认证,而不是公开检查果汁。这些发现应该为OFSP果汁的设计提供信息,以满足农村和城市消费者的不同偏好。
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引用次数: 0
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Journal of Food Products Marketing
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