Consumer Information Needs and Sensory Label Design for Fresh Fruit Packaging. An Exploratory Study in Spain

Abstract

In recent decades, packaged fruit has gained market ground over loose fruit, and fruit containers have become a source of information for consumers. This study approaches three objectives related to consumer information needs for decision making when purchasing fruit: (1) Determine if consumers’ choice of packaged fruit rather than loose fruit is motivated by their interest in the information provided on packaging; (2) identify information gaps on fruit packaging labels; (3) identify those sensory attributes that consumers consider to be of major interest to be included in sensory labels of different fruit types. The study was based on an online questionnaire answered by 394 fruit consumers. Ninety percent of the participants stated having an interest in receiving information when purchasing fruit, but their choice between packaged or loose fruit was not conditioned by their information needs. Moreover, a gap between information interest and information use was detected as their final purchase decisions were not always based on the provided information. ‘Harvest date’, ‘production method’, ‘percentage of the price received by the farmer’, ‘applied treatments’, ‘sensory characteristics’, and ‘environmental information’ were identified as the major information gaps, as these labels were unavailable for a high percentage of consumers, who stated their interest in them. According to consumers, sensory labels should include information about ‘sweetness’ and ‘flavor intensity’ irrespectively of fruit type. ‘Sourness’ and ‘juiciness’ attributes were particularly interesting for citrus, as ‘sourness’ and ‘firmness’ were for kiwi. Information about texture properties was required for pome and stone fruit. Other attributes, such as easiness to peel, were important only for citrus fruit.

Cross-Cultural Differences between Italian and UK Consumer Preferences for ‘Big Top’ Nectarines in Relation to Cold Storage

“…In contrast, price was an important factor for about half of German peach buyers [ 55 ]. For UK respondents, the best before date was of relevance, as has been found previously in Spain [ 56 ]. Experience qualities such as taste were also important, as has also been noted in previous studies where it was linked to other experience attributes such as sweetness [ 19 ] contributing to a class of “experience attribute-oriented consumers”.…”

To Each Their Own: The Impact of Regulatory Focus on Consumers’ Response to Online Information Load

“…Previous studies have shown that consumers may be very interested in receiving detailed product information for durable goods ( Burke, 2002 ). However, recent studies have indicated that when purchasing fruits, consumers may also express an interest in fruit origin information ( Fernández-Serrano et al, 2020 ). Thus, we included the climate, temperature, precipitation, and sunshine suitability of the origin besides the brand and price labels.…”

Understanding the Purchasing Behavior of Consumers in Response to Sustainable Marketing Practices: An Empirical Analysis in the Food Domain

“…This result is consistent with the "IBM Food Sustainability Study 2020" report and the Altroconsumo survey, both of which agreeing that a lack of reliable food information holds Italian respondents back from eating greener products. In particular, according to Fernández-Serrano et al [69], the major information gap about sustainability issues perceived by food customers is related to "production method", "percentage of the price received by farmers", "postharvest treatments", "sensory properties", "harvest date" and "environmental information", and, therefore, the industry should make efforts to provide this information or make it clearer than it currently is. Considering the newly revoked findings, we argue that due to contrasting and scant information, consumers interested in sustainable products may not have the level of knowledge required to choose a brand and, therefore, they try different products since they are not directed towards a sustainable one, thus reducing their loyalty towards a specific brand.…”