Perceived Motives,Barriers and Role of Labeling Information on Tropical Fruit Consumption: Exploratory Findings

This article reports findings from an exploratory study about tropical fruit consumption in Belgium. The aim of this study is to identify motives and barriers for the consumption of fresh tropical fruits and their juices. Also the potential role of labeling information, more specifically process-related quality labeling for fresh tropical fruits, and on-label nutrition and health claims for tropical fruit juices, are investigated. This study indicates that pleasure-seeking and hedonism motives are major drivers, whereas high perceived price and unfamiliarity form the most prominent barriers for consuming tropical fruit and tropical fruit juices. Process-related quality labels are considered credible and persuasive, but the expected price premium hampers the purchase of process-certified tropical fruit products. Health and nutrition claims on tropical fruit juices are not believed to be persuasive unless they match well with the perceived naturalness of the juices.