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
Cet article propose une définition de la confiance dans la marque selon trois dimensions (crédibilité, intégrité et bienveillance), qui s'appuie sur les recherches menées en psychologie sociale et en marketing. Une échelle de 8 items est ensuite testée sur deux échantillons de consommateurs (300 et 937 personnes). Les indicateurs classiques de validation attestent la qualité de l'échelle. Une relation positive forte est obtenue entre confiance dans la marque et engagement du consommateur.
This article focuses on food well-being (FWB) in consumers' lived experiences. Adopting a consumer-centric and interpretive approach, the authors combine phenomenological interviews, photo elicitation, and personal diaries to develop a better understanding of FWB. The present research findings lead to a proposed conceptual model of the FWB experience. These elements reflect the eudaimonic approach to well-being, which is related to individual fulfillment and personal growth and helps define FWB not only as a positive relationship with food but also as a eudaimonic experience that includes various processes, meanings, contextual conditions, and resulting moods and emotions. The authors' findings may help consumers, public authorities, and activist networks reinvest meanings and values into individuals' relationship with food.
BackgroundFrom a life course perspective, pregnancy leads to a rise in nutrition awareness and an increase in information flow in favour of adopting healthier eating behaviours. This qualitative study was designed to better understand the determinants of eating behaviours in French pregnant women by focusing on their concerns, attitudes and beliefs and their nutrition-related information seeking practices.MethodsSeven focus groups were conducted, involving a total of 40 French pregnant women. An inductive thematic approach, adapted from the grounded theory, was adopted to analyse the data. Two major themes were identified: eating behaviour and nutrition-related information behaviour.ResultsThe eating behaviour theme was divided into four sub-themes using the attribution theory. Three external causes affected the eating behaviour of pregnant women (food restrictions, physiological changes and weight gain), and led to frustration and a perceived loss of control. By contrast the adoption of a healthier diet was perceived as internal by pregnant women, and resulted in self-fulfilment and empowerment regarding the health and the well-being of their baby and themselves, and their weight gain management. Greater attention was paid to nutrition-related information obtained from healthcare providers, the social environment and the mass media. Information was passively absorbed or actively sought by pregnant women, but most was perceived as contradictory, which led to confusion.ConclusionPregnancy is accompanied by a rise in nutrition awareness, substantiated by eating behaviour modifications due to external and internal causes. However, conflicts between and within information sources result in confusion that can limit the adoption of healthier eating behaviour.Electronic supplementary materialThe online version of this article (doi:10.1186/s12884-016-1078-6) contains supplementary material, which is available to authorized users.
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