Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals

Chalamon, Isabelle; Nabec, Lydiane

doi:10.1111/joca.12093

Cited by 29 publications

(27 citation statements)

References 54 publications

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“…When it comes to food, various researchers have suggested that consumers might be either motivated by attaining something, as for example health and well-being, or avoiding something, as for example risk of disease, a distinction that has been applied to nutrition and health claims . It has also been suggested that different goals can help explain different strategies in reading nutrition information (Chalamon & Nabec, 2016). Additionally, an individual's promotion vs. prevention focus can contribute to understanding food choice of an individual (de Boer & Schösler, 2016) or might explain impulsiveness in purchase situations (Das, 2015).…”

Section: Approach Versus Avoidance Goals and Regulatory Focusmentioning

confidence: 99%

Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications

Asioli

Aschemann‐Witzel

Caputo

et al. 2017

Food Research International

717

438

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Consumers in industrialized countries are nowadays much more interested in information about the production methods and components of the food products that they eat, than they had been 50years ago. Some production methods are perceived as less "natural" (i.e. conventional agriculture) while some food components are seen as "unhealthy" and "unfamiliar" (i.e. artificial additives). This phenomenon, often referred to as the "clean label" trend, has driven the food industry to communicate whether a certain ingredient or additive is not present or if the food has been produced using a more "natural" production method (i.e. organic agriculture). However, so far there is no common and objective definition of clean label. This review paper aims to fill the gap via three main objectives, which are to a) develop and suggest a definition that integrates various understandings of clean label into one single definition, b) identify the factors that drive consumers' choices through a review of recent studies on consumer perception of various food categories understood as clean label with the focus on organic, natural and 'free from' artificial additives/ingredients food products and c) discuss implications of the consumer demand for clean label food products for food manufacturers as well as policy makers. We suggest to define clean label, both in a broad sense, where consumers evaluate the cleanliness of product by assumption and through inference looking at the front-of-pack label and in a strict sense, where consumers evaluate the cleanliness of product by inspection and through inference looking at the back-of-pack label. Results show that while 'health' is a major consumer motive, a broad diversity of drivers influence the clean label trend with particular relevance of intrinsic or extrinsic product characteristics and socio-cultural factors. However, 'free from' artificial additives/ingredients food products tend to differ from organic and natural products. Food manufacturers should take the diversity of these drivers into account in developing new products and communication about the latter. For policy makers, it is important to work towards a more homogenous understanding and application of the term of clean label and identify a uniform definition or regulation for 'free from' artificial additives/ingredients food products, as well as work towards decreasing consumer misconceptions. Finally, multiple future research avenues are discussed.

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Section: Approach Versus Avoidance Goals and Regulatory Focusmentioning

confidence: 99%

Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications

Asioli

Aschemann‐Witzel

Caputo

et al. 2017

Food Research International

717

438

View full text Add to dashboard Cite

show abstract

“…The avoidance of artificial ingredients can be understood on the background of the fact that consumers are found to be sceptical towards new technologies in food processing overall (Hung, Kok, & Verbeke, 2016). In addition, that consumers seek naturalness and avoid the opposite can also be understood as the application of a simplified heuristic in reading and interpreting ingredient lists or claims (Chalamon & Nabec, 2016). Overall, there is a further need for research on consumer perception of food ingredients in specific food contexts, which is why we use an explorative approach in this study.…”

Section: Consumer Perception and Categorisation Of Ingredientsmentioning

confidence: 99%

Consumers’ categorization of food ingredients: Do consumers perceive them as ‘clean label’ producers expect? An exploration with projective mapping

Aschemann‐Witzel

Varela

Peschel

2019

Food Quality and Preference

157

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Consumers are said to increasingly assess processed food in terms of whether or not they perceive it to be 'clean label' food. This term refers to what is seen as little processed and 'natural' or 'free from' negatively associated ingredients, or even organic food. However, it is difficult for food producers to predict how their product ingredients will be perceived, and how they should position new products. The present study aimed at exploring how consumers perceive and categorize food ingredients, and testing this under different communication frames. These frames are positioning the product in relation to different consumer choice motives. Potato protein as a replacement for negatively associated ingredients was used a case study. Ninety consumers participated in a projective mapping task in Denmark that consisted of placing and characterising ingredients on a bi-dimensional surface. In a betweensubjects design, three groups of consumers had to map the ingredients of four products (dairy-free ice cream, vegetarian candy, plant-based sausage, and a protein drink). In each group products were presented as either sustainable, healthy, or plant-based. The results showed that consumers categorized ingredients in terms of firstly and secondly, objective type of ingredient or its function, and thirdly, subjective individual assessment of its value. Communicational framing had little impact, but ingredient-level differences emerged from the comparison of the frames. Despite product-related differences, a similar pattern emerged for the different food categories. Findings confirm that consumers perceive ingredients according to a 'known-natural-good' vs. the opposite category. Implications for food industry are discussed.

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“…Trust has also been recognized as an important factor to explain food behaviour because it can represent a 'shortcut' to tackle the overwhelming amount of information that needs to be considered by consumers while shopping (Hobbs and Goddard, 2015). Indeed, in particular for food choices, heuristics are an important part of consumer decision-making processes (Chalamon and Nabec, 2016;Schulte-Mecklenbeck et al, 2013). Moreover, trust is particularly interesting in the specific case analysed in this study because the two product characteristics considered ('convenient' and with an 'eco-friendly' quality attribute) convey contrasting perceptions of the potential risks and benefits associated with buying the product.…”

Section: Introductionmentioning

confidence: 99%

Trust to Go Green: An Exploration of Consumer Intentions for Eco-friendly Convenience Food

Ricci

Banterle

Stranieri

2018

Ecological Economics

168

123

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Interest in food products with eco-friendly characteristics and certifications has grown in recent decades. Consumers are also increasingly demanding ready-to-eat products, especially in urban environs, where modern lifestyles tend to limit their available time. Understanding the proenvironmental behaviour of convenience food consumers is particularly challenging because there is often a contradiction between eco-friendly behavioural intent and time constraints imposed by modern lifestyles in large cities. It is not clear to what extent information labels on such products are trusted by consumers and considered when making food choices. This study aims at contributing to the debate investigating the determinants influencing consumer purchase intention, focusing on minimally processed vegetables labelled with integrated-pest-management standards. More specifically, the analysis investigates the role consumer trust plays in consumer intention to buy such products. The conceptual framework builds on and extends the theory of planned behaviour. The analyses are based on face-to-face interviews in a large European city (Milan, Italy). Data were analysed by means of structural equation modelling. Results confirm the important role of consumer trust, which positively affects attitudes towards the purchase of convenience food with eco-friendly attributes, and negatively affects consumer concerns around agricultural practices in relation to environmental and health impacts.

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Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals

Cited by 29 publications

References 54 publications

Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications

Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications

Consumers’ categorization of food ingredients: Do consumers perceive them as ‘clean label’ producers expect? An exploration with projective mapping

Trust to Go Green: An Exploration of Consumer Intentions for Eco-friendly Convenience Food

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