The meaning of the organic certification label for the consumer: a cluster analysis

Rodrigues, David Barros; Dalmarco, Denise de Abreu Sofiatti; Aoqui, Cássio; Marinho, Bernadete de Lourdes

doi:10.1016/j.rege.2016.08.001

Cited by 15 publications

(12 citation statements)

References 25 publications

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“…In this regard, today's food consumption cannot be fully explained by socio-demographic factors (such as age and income), but there is a need for broader perspective [1,[34][35][36]. As a consequence, in addition to socio-demographic characteristics many other variables (such as personality characteristics, values and lifestyles, actual behaviour) are used to identify homogenous consumer groups and effective communication strategies around sustainable food consumption [9,37,38]. In this study two consumer segments were identified ("Sceptical" and "Mindful") who despite similar sociodemographic profile differed significantly in their buying behaviour and attitudes towards sustainable products, labels and producers.…”

Section: Discussionmentioning

confidence: 99%

“…They are often in the form of a logo and/or a statement on the product that tells the consumer that the food meets the standard of that scheme, e.g., the food is produced in a certain geographic region, is organically produced, is produced with respect to the local economy (e.g., prevents poverty) or in accordance to additional requirements relating to animal welfare [6]. Over the last few decades such labels have become an important market-oriented instrument in European Union policy for a healthy diet and environment [9,10]. It reduces the presence of asymmetric information, supports creating market transparency and allows consumers to feel confident about their everyday food choices [6].…”

Section: Introductionmentioning

confidence: 99%

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Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers

et al. 2019

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Sustainable labelling is an important tool in raising awareness and informing potential buyers regarding environmental, economic and social issues. This study provides insights into consumers’ value of food sustainability labels through the exploration of the impact of logos on their purchasing decisions (willingness to buy (WTB)) and readiness to pay (willingness to pay (WTP)) a higher price for sustainability-labelled products. Data was collected via an online survey among a sample of 423 adult city dwellers in Poland. The structured questionnaire beside sections concerning consumer buying behaviour and perception of the food labels consisted of a behavioural choice experiment (CE), where two categories of plant products: fresh (apples or bananas) and non-perishable (rice or beans) varied by type of labelling (logos: Euro-leaf, PGI, Fair Trade or without logo) and by price. Cluster analysis revealed two consumer groups (named “Sceptical” and “Mindful”) that had varied opinions and perceptions of sustainable labelled food and buying behaviour. The research results indicate that when the logo is poorly-known even consumers with positive attitudes towards sustainability do not use it as a cue when shopping for food. Moreover, urban consumers were very price sensitive and showed a restrained desire to pay a higher price for sustainability labelled products.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers

et al. 2019

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“…Labeling and packaging are related to marketing, management, advertising, as well as communication, providing a very rich field of studies for various methodologies. Conjoint analysis (Green & Srinivasan, 1978;Grunert et al, 1996;Van Der Pol & Ryan, 1996;Silayoi & Speece, 2007), focus groups (Brug et al 1995;Neumark-Sztainer, 1999) and cluster analysis (Rodrigues et al, 2016) are examples of these methodologies. Sophisticated tools have also been incorporated in this field, such as consumer sensory neuroscience (Zatorre, 2005).…”

Section: Label's Role In Consumer Choicementioning

confidence: 99%

Beauty is not Only Skin Deep: Food Ethics and Consequences to the Value Chain

et al. 2019

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The contemporary context in which the food industry is set up instigates a new product conception towards food ethics. However, how effectively does this perspective materialize on the gondolas of retail chains? In order to bring some elements to discussion, this article presents an exploratory study based on the decoding of information contained in food labels marketed in Brazil. In total, 287 labels regarding four categories (juices, snacks, chocolates, and yogurt) were analyzed using the Reverse Engineering methodology. The results indicate a movement of brand differentiation structured in actions conducted inside (a result of product and process engineering) and outside (regarding relationship engineering along the value chain). In other words, the internalization of innovations in products and processes (inside perspective) and; the development of vertical cooperation and coordination relations outside the company (outside perspective). In this sense, participation in globally connected markets is described as a driver of differentiation strategies regarding ethical aspects in the food processing industry and has direct effects on the vertical structures of firms, as suggested by the value chain literature.

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“…Despite the existence of several sustainability labels and the greater engagement of different levels of society with sustainable consumption (Barbosa et al, 2014), Brazilian study on the theme is still incipient and sparse. Several authors have focused on investigating consumer comprehension and/or support of the existing schemes (Coltro and Kruglianskas, 2006;Deus et al, 2010;Gomes and Júnior, 2016;Hamza and Dalmarco, 2012;Kohlrausch et al, 2004;Rodrigues et al, 2016), while some research was done on the operation and/or the impact of specific schemes, such as by the FSC or ISO (Consoni, 2017;Pinto and Granja, 2013), civil construction labels (Grünberg et al, 2014;Peinado et al, 2014) and Fair Trade (Bossle et al, 2017;Franca et al, 2016;Salguero and Claro, 2015;Silva-Filho and Cantalice, 2011).…”

Section: Sustainability Labellingmentioning

confidence: 99%

Knowledge and understanding of sustainability labels in Brazil

Hamza

Dalmarco

Veloso

2019

IJSD

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The introduction of sustainability labels on packaging demands large efforts from companies that expect economic or moral rewards when labelling their products. However, consumers still struggle to incorporate sustainability labels into purchasing decisions. Therefore, we focus on investigating the relationship between sustainable behaviour and the level of knowledge and understanding consumers have about different types of labels and claims. We visited 408 households in different Brazilian regions. Participants were able to manually inspect four products and point out the sustainability labels they found on packaging and their meanings. Factor analysis followed by a twostage cluster analysis identified the existence of three clusters. Consumers have little knowledge and understanding of labels, but more sustainable consumers have a higher level of knowledge and understanding. Their main mistakes were the misunderstanding of labels' meaning and confusion between claims and sustainability labels. Implications for policymakers and companies are presented.

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The meaning of the organic certification label for the consumer: a cluster analysis

Cited by 15 publications

References 25 publications

Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers

Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers

Beauty is not Only Skin Deep: Food Ethics and Consequences to the Value Chain

Knowledge and understanding of sustainability labels in Brazil

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