Why do not you read the label? – an integrated framework of consumer label information search

This article facilitates deeper insight into label‐related consumer information acquisition behaviour. An integrated framework of label information search (LIS) has been developed based on a synthesis of related literature and explorative research conducted by analysing online discussions among customers (netnography). The framework focuses on three main groups of personal factors that serve as antecedents of LIS: general personal factors (e.g. health consciousness and socio‐demographics), label‐related personal factors (e.g. label‐related self‐efficacy, trust in labels and the perceived usefulness of labels) and product category‐related personal factors (trust in food products, enduring involvement, experience and perceived quality differences). Important characteristics of the framework are its process‐oriented nature and the dynamically changing relationships among its concepts. LIS is an antecedent to and a consequence of influencing factors. This article offers managerial implications and serves to incite future inquiry in this field.     

从WTO规则角度探讨我国环境标志制度的完善

环境标志制度已经成为国际贸易中越来越重要的一项制度,环境标志通过利用公众对环保产品的选择,逆向引导企业参与环保,具有良好的环保效果。我国已建立了环境标志制度,但有待完善。我国应结合WTO规则,提高国民的环保意识;建立环境标志体系,完善环境标志制度;积极参加CTE关于环境标志问题的讨论,维护发展中国家和我国的贸易利益,才能使我国的环境标志制度与国际市场全面接轨。     

Are nutrition labels useful for the purchase of a familiar food? Evidence from Chinese consumers�� purchase of rice

Nutrition labeling has been accepted by Chinese consumers as an information source to learn about food quality and safety. This paper uses Chinese consumers’ rice purchase as an example to study how consumers use food nutrition labels to make purchase decision of a familiar food product. The goal is to understand how consumers seek information from the labels to make purchase when extensive experience with the food has been developed. Survey data from 400 random respondents in Beijing were analyzed using an empirical framework and a Mont Carlo integral econometrics model. We find that more than 50% of the consumers in Beijing have heard of food nutrition labels in general, 36.50% carefully use label information even if they are familiar with the food, and nearly 70% consider mandatory food nutrition labels as beneficial. Those who are more knowledgeable about rice nutrition labels are more likely to use the labels when purchasing rice, no matter how familiar they are with the product. Frequent users of nutrition labels are more likely to consider food mandatory nutrition labels as beneficial. This study suggests that consumers still use the label information to reassure the quality and safety of food despite a history of consumption.     

Marketing sustainable tourism: the role of value orientation,well-being and credibility

Abstract

Marketing for sustainable tourism primarily attracts customers with a biospheric–altruistic value orientation. To reach a broader consumer group and also persuade people with a self-enhancement orientation to book sustainable hotels, the effectiveness of three different communication styles (emotionality levels, amount of sustainability information and inclusion of a label) is investigated, considering the consumer’s value orientation. An experiment with 337 participants was conducted to analyze the effects of communication on consumer perceptions of well-being and credibility. Multigroup structural equation modeling was used to compare the impacts of communication style on participant’s attitude toward booking a sustainable hotel, mediated by well-being and credibility. The results highlight significantly different communication effects among the two contrasting target groups. Consumers who are highly interested in sustainability (biospheric–altruistic value orientation) are persuaded by messages that include details about the hotel’s sustainability performance, in order to increase the social–environmental well-being, whereas for customers who are less interested in sustainability (self-enhancement value orientation), a self-referential emotionally communication is essential, as it increases the emotional well-being. Inconsistent findings regarding the role of communication in raising the perception of credibility were obtained.     

Household Food Consumption and Quality Differentiation in Demand System: An Approach for Endogenous Prices

The authors surveyed consumers for preferences on allergen advisory statements on food labels (N = 1,243). They also conducted an experiment to assess how consumers use advisory statements (N = 4,049) to make food consumption decisions. Results show that food allergic individuals, including caregivers to food allergic individuals, and a control group of nonallergic people preferred “Allergen Information: May Contain …” over three other statements tested. The experiment revealed measurable differences among the statements in how they are used to make food consumption decisions. Statements rated as more believable and more helpful also received higher ratings on a “likelihood of eating/serving” measure.     

Multi-tiered private labels portfolio strategies: Effects on consumer behavior

Abstract

Retailers wish to expand their standard private label (PL) adopting a multi-tiered portfolio. We study the effects produced by the introduction of two new PLs quality-tiers (economy and premium) on the market share of various national brands (NB; premium-quality and second-tier) and the standard PL. This study proposes a model that accommodates three effects (similarity, attraction, and compromise) for understanding how the introduction of economy and premium PL may affect market incumbents. This study also analyzes the effects of introducing new PL quality-tiers for customer segments. Our results indicate that when economy and premium PL are introduced in the market, the choice probability of standard PL decreases, especially for high purchase quantity customers and PL loyal customers. In addition, introduction of a premium PL decreases the choice probability of second-tier NB and premium-quality NB, especially for PL loyal customers and high purchase quantity customers.     

我国食品安全追溯中的问题、编码及平台建设

近年来,在我日出现了许多食品安全事件。食品安全的监管要用法律和制度作保障,用技术手段作依托,从原材料、生产、加工、运输、存储、销售和售后服务各个环节实现全过程的管理。笔者从食品安全追溯编码规范和应用讨论人手,对编码规则、信息载体、处理方式、技术手段和平台建设等方面进行深入讨论和研究,力求为食品安全监管部门、商场或生产企业提供一套可行的食品安全追溯解决方案。     

Consumer understanding of food labels: toward a generic tool for identifying the average consumer

The ‘average consumer’ is referred to as a standard in regulatory contexts when attempts are made to benchmark how consumers are expected to reason while decoding food labels. An attempt is made to operationalize this hypothetical ‘average consumer’ by proposing a tool for measuring the level of informedness of an individual consumer against the national median at any time. Informedness, i.e. the individual consumer's ability to interpret correctly the meaning of the words and signs on a food label is isolated as one essential dimension for dividing consumers into three groups: less-informed, informed, and highly informed consumers. Consumer informedness is assessed using a 60-question test related to information found on a variety of Danish everyday food products and divided into factual questions and informedness about signpost labels. A test was made with 407 respondents who participated in four independent studies on fairness in consumer communication, and the average score for all was 57.6% of correct answers. A score of 64% and beyond would place a consumer in the upper quartile (the group of highly informed consumers), whereas a score of 52% or below would place the individual in the lower quartile (the group of less-informed consumers). Female respondents performed better than males on label recognition, and those around 40 years of age irrespective of gender performed best on factual knowledge, whereas those aged around 30 performed best on label recognition. It is foreseen that independent future studies of consumer behavior and decision making in relation to food products in different contexts could benefit from this type of benchmarking tool.     

Private label brands: major perspective of two customer-based brand equity models

In recent years the retail industry has been characterized by the fast growth of private labels, with an increase of the offer of private labels and the enhancement of their value in the marketplace. This research focuses in private label brand equity to deepen the understanding of its origins, by analyzing two alternative customer-based conceptual models. The present study was developed in the large retailing industry, comprising different retailing formats that offer private labels to consumers. Our findings suggest a conceptual private label brand equity model, which is slightly different from the Aaker's brand equity model, considering store image as an antecedent and stressing its importance in building and enhancing private labels' brand equity. Additionally, retailers searching for successful ways to compete in the retail market need to examine in more detail the customer-based brand equity related to their private labels.     

The role of customer loyalty as a brand extension purchase predictor

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e. over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioral and attitudinal components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as the dependent variable (1 = buy; 0 = no buy) and behavioral loyalty and attitudinal loyalty as independent variables. Results show that attitudinal loyalty plays a significant role as buying predictor, but this depends on the NTPS offered. Theoretical and managerial implications are derived.