首页 | 本学科首页   官方微博 | 高级检索  
     检索      


Consumers' perceptions of individual and combined sustainable food labels: a UK pilot investigation
Authors:Lucie Sirieix  Marion Delanchy  Hervé Remaud  Lydia Zepeda  Patricia Gurviez
Institution:1. Montpellier SupAgro, UMR 1110 MOISA, Montpellier, France;2. Bordeaux Management School, Talence, France;3. Department of Consumer Science, University of Wisconsin‐Madison, Madison, WI, USA;4. Patricia Gurviez, AgroParisTech SESG, UMR 1145 Ingénierie Procédés Aliments, Massy, France
Abstract:Consumers are faced with an increasing number of sustainable food labels. These different labels may be complementary or add to the increasing competition of product information in consumers' minds. We investigate: (1) the perceptions that consumers in the UK have about sustainable labels vs. other labels, such as origin or nutrition labels; and (2) consumers' reactions to combinations of different sustainable labels. Overall, the findings from two focus groups conducted in the UK indicate that consumers have positive perceptions of organic and fair trade labels but tend to be sceptical about unfamiliar labels and general claims such as ‘climate friendly’. The results also indicate the importance of familiarity, trust and fit between combinations of labels as well as between associating a label with a brand. While the combination of certain labels can enhance the value of a food product, this study also indicates that other label combinations (e.g. private and sustainable label) can detract from a label's value. Implications and recommendations are suggested for managers to counter the image of greenwashing, and for policy makers to facilitate sustainable food choices.
Keywords:Consumer  focus groups  food  labels  trust  sustainability
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号