Label information and consumer behaviour: evidence on drinking milk sector

Abstract

The purpose of the research is to evaluate the impact of different kinds of information disclosures of milk labels, investigating the interest among consumers based on their consumption behaviours and characteristics. In this research, all the actions which lead to a healthiness, become expressions of a production process, among which consumers’ food choices, purchase, preparation, and also self-production. Therefore, in the “health creation” production process, information and knowledge about food become “investments”. In this context, label disclosures become a tangible expression of this kind of “investment”. The research question is: what impact do purchase preferences and consumers’ characteristics have on their interest towards the label information provided? Several information disclosures, both mandatory and voluntary, are investigated. Therefore, some choice attributes will be analysed as indicators of the consumer’s behaviour in relation to his investment in food information. The methodology used for the analysis is an Ordered Logit. The analysis of the consumer’s behaviour has been performed by transposing Ménard’s analysis of firm corporate governance (Ménard, Agribus. 34:142–160, 2018) to the consumer as producer of welfare equity. The reduction of information asymmetry is a cost for the producer, and this research may be able to measure how much it would be convenient to invest in this reduction, based on the analysis of the consumer’s behaviour toward his personal investment in food information acquisition.

The Obligation to Use Bahasa Indonesia in National Trade: A Juridical Review

“…Therefore, considering that only a few (not many) labeled products provide an accurate and complete message in the required language (Sweet et al, 2016). This study, in essence, agrees with previous research which states that it is important to have information asymmetry between producers and consumers (Marchini et al, 2021), and recommend improving labeling policies to disclose honest and valid product information to consumers (Alsmadi & Khizindar, 2015). Obviously, by developing clearer language (in this case Indonesian) for product information statements (Manca et al, 2019).…”

“…Language is one of the tools and also a communication system both orally and in writing that is used by certain people in certain countries or regions. In cultural expression, language is a very important essence and a very fundamental aspect (Manca et al, 2019;Marchini et al, 2021). Therefore, language is not merely lingual (which is only a means of communication between two parties who use language only); but that language is also cultural (which inspires and encourages humans to a better stage in their lives; at the same time enhances human culture) (Ahmad, 1978;Mubaligh, 2010;Sweet et al, 2016).…”

Tell me more and make me feel proud: the role of eco-labels and informational cues on consumers' food perceptions

“…The focal objective of food firms is to satisfy consumers' demand in terms of food quality, safety and environmental attributes, all of which can be all communicated with labeling (Marchini et al , 2021). Consumers' perceptions of food quality and safety are shaped from signals and informational cues even before the moment of purchase; individuals form judgments on whether the perceived features will satisfy their set goals or values (Grunert, 2005).…”

“…The role of eco-labeling is twofold: On the one hand, it represents an ecological innovation tool that functions as a trigger for firms to adopt respectful production methods in order to keep their competitive position in the market (Wagner, 2008; Prieto-Sandoval et al , 2016). On the other hand, it is an informative tool that reduces information asymmetries among producers and consumers (Marchini et al , 2021; Liu et al , 2021; Van Amstel et al , 2008).…”

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

“…The sustainable marketing tools analyzed in the previous paragraph (green packaging, eco-labeling, advertising campaigns, and word of mouth) are indispensable because they provide and share relevant information about social, environmental, and ethical sustainability aspects. In this regard, companies are focusing on an important challenge, namely, the clear and effective communication of all the aspects and issues useful to spread a positive awareness on the benefits of sustainable food consumption [36,57,58]. This is a result of the growing demand from new food buyers to obtain the right amount of knowledge for a conscious purchase decision; indeed, according to Galati et al [59], consumers who are aware of the social and environmental impact of their consumption choices pay more attention to the information displayed on the label.…”