What consumers value in food labels
The project FOODLABELS developed a survey for 500 consumers identified by location and age. Consumers answered questions about food labels. They were also asked to answer a 'Best/Worst' question about their most and least preferred label. Consumers identified seven most valued attributes. They covered: whether the product was organic; designation of origin; miles travelled to its destination; nutritional information; whether the food was local; animal welfare; and carbon footprint. The results reflected the consumers' attitudes, life styles, environmental and ethical values, and eating habits. For example, 90 % of consumers think that food should be produced taking animal welfare practices into account. Around 90 % of consumers think that food should be packed with organic material, and more than 70 % compare food labels before shopping. Responses to the Best/Worst question indicated that the three labels consumers valued the most were the designation of origin, whether the product was organic and nutritional content. To determine consumers' willingness to pay for food, FOODLABELS held an experimental auction with 145 individuals. The results found that consumers were willing to pay for the foods with the labels they valued the most. Finally, researchers found that the hungrier consumers were when shopping, the more they were willing to pay for food. They also were willing to pay more for foods with the right label even if they were satiated when shopping. These findings have implications for food companies and retailers. They should schedule food advertisements on television and tasting promotions at stores before lunch or dinner. Based on research, this is when consumers are most interested in tasting a new product and buying it.
Keywords
Consumers, food labels, organic, designation of origin, nutritional information, animal welfare, carbon footprint, eating habits
