Understanding How Consumers Categorise Nutritional Labels: A Consumer Derived Typology for Front-of-pack Nutrition Labelling

Hodgkins, Charo, Barnett, Julie, Wasowicz-Kirylo, Grazyna, Stysko-Kunkowska, Malgorzata, Gulcan, Yaprak, Kustepeli, Yesim, Akgungor, Sedef, Chrysochoidis, Georgios, Fernández-Celemin, Laura, Storcksdieck genannt Bonsmann, Stefan, Gibbs, Michelle and Raats, Monique (2012) Understanding How Consumers Categorise Nutritional Labels: A Consumer Derived Typology for Front-of-pack Nutrition Labelling. Appetite, 59 (3). pp. 806-817.

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Abstract

Significant ongoing debate exists amongst stakeholders as to the best front-of-pack labelling approach and emerging evidence suggests that the plethora of schemes may cause confusion for the consumer. To gain a better understanding of the relevant psychological phenomena and consumer perspectives surrounding FoP labelling schemes and their optimal development a Multiple Sort Procedure study involving free sorting of a range of nutritional labels presented on cards was performed in four countries (n=60). The underlying structure of the qualitative data generated was explored using Multiple Scalogram Analysis. Elicitation of categorisations from consumers has the potential to provide a very important perspective in this arena and results demonstrated that the amount of information contained within a nutrition label has high salience for consumers, as does the health utility of the label although a dichotomy exists in the affective evaluation of the labels containing varying degrees of information aggregation. Classification of exiting front-of-pack labelling systems on a proposed dimension of 'directiveness' leads to a better understanding of why some schemes may be more effective than others in particular situations or for particular consumers. Based on this research an enhanced hypothetical front-of-pack labelling scheme which combines both directive and non-directive elements is proposed.

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Related URLs:
Depositing User: Georgios Chrysochoidis
Date Deposited: 21 Feb 2013 11:50
Last Modified: 21 Apr 2020 16:11
URI: https://ueaeprints.uea.ac.uk/id/eprint/41444
DOI: 10.1016/j.appet.2012.08.014

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