Assuring Effectiveness in Consumer-Oriented Traceability; Suggestions for Food Label Design

Abstract

Traceability is an important tool used by food companies and regulators in assuring food safety and quality, especially when consumers’ needs for food information transparency are the driver. Consumers consult the label to find out more details about a food product and, although many factors influence their perceptions and purchasing acts, the label remains the primary means of communicating food information affecting consumer choice. Therefore, it represents the final step in a consumer-oriented traceability path. It follows that a suitable label design can improve the food traceability process and reduce the information asymmetry between producer and consumer. According to this view, this paper aimed to identify suggestions about food label design, in order to create a support framework for food companies in food information communication increasing label readability, customer satisfaction, and the effectiveness of traceability. A systematic literature review method with content analysis was chosen to conduct the study. Eleven specific suggestions from food labeling design theories were recognized. The novelty of the present study consisted in mapping the food label design field, synthesizing the current knowledge, and providing a support framework for food companies that would increase the readability of food labeling and enhance customer satisfaction through a well-proposed food information communication in line with the “farm to fork” strategy.

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