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1 – 10 of 318
Article
Publication date: 9 October 2018

Isabel Sánchez-García, Homero Rodríguez-Insuasti, José Martí-Parreño and Antonio Sánchez-Mena

The purpose of this paper is to analyse how the nutritional traffic light can reduce consumers’ intention to purchase unhealthy food by eliciting negative emotions (i.e…

Abstract

Purpose

The purpose of this paper is to analyse how the nutritional traffic light can reduce consumers’ intention to purchase unhealthy food by eliciting negative emotions (i.e. fear and guilt). The work also examines the moderating role of income in the above-mentioned relationships.

Design/methodology/approach

The empirical study was conducted in Ecuador. In an initial phase, exploratory research was carried out with two focus groups. Then a quasi-experiment was conducted with 330 participants following a 3×2 design, in which the nutritional traffic light for a dairy product (green, yellow, red) and the variable income (high and low income) were manipulated.

Findings

Traffic light colours (red, yellow and green) significantly influence consumers’ levels of fear and guilt as well as their intention to purchase. Income has also been found to have a moderating effect on the above relationships.

Practical implications

Further understanding of how nutritional labels influence consumer behaviour may have beneficial effects for public authorities attempting to improve citizens’ health and for society as a whole. It may also help firms that produce and market packaged foods to be aware of what type of foods new consumers want and adapt their offering in consequence.

Originality/value

The main contribution of this work is the analysis of the influence of the nutritional traffic light on emotions, namely, fear and guilt and how these emotions lead consumers to control their consumption of unhealthy foods. In addition, the present work proposes the moderating effect of income on the influence of colour on emotions and purchase intention.

Details

British Food Journal, vol. 121 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 3 October 2016

Andrew Charles Montandon and Christopher Colli

The fast-food market is one area which faces little regulation of visible nutritional information on menus and food packaging to encourage healthy food choices…

2044

Abstract

Purpose

The fast-food market is one area which faces little regulation of visible nutritional information on menus and food packaging to encourage healthy food choices. Additionally, nutritional information’s effectiveness is mostly unknown in the fast-food market. The purpose of this paper is to provide insights into the effectiveness of various forms of nutritional labelling methods and information by analysing the consumer decision-making process of 248 fast-food consumers.

Design/methodology/approach

Three discrete choice experiments are used to compare three popular nutritional symbol methods. Consumer preferences for these symbols are extracted using a “choice-based” conjoint analysis, while controlling for price and branding of fast-food products.

Findings

It is found that a very simple “traffic light signal” is the best signal for suggesting healthiness, with as much as 41 per cent of the importance in consumer decision making (p<0.01), over that of product pricing and even product brand and performs better than more information laden guided daily amounts symbols and health endorsement methods (attributing 27 and 13 per cent in their respective studies). This highlights the fine balance between too much and too little food nutrition information and (most notably) how specific nutritional information methods can be even more influential on food choices than a change in product price might.

Originality/value

There is currently a lack of research into the use of nutritional cues on influencing fast-food choices. Additionally, most previous studies focus on the isolated effect of nutrition labels.

Details

British Food Journal, vol. 118 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 3 January 2022

Ana Claudia Mazzonetto, Ana Carolina Fernandes, Aretusa Dias de Souza, Vanessa Mello Rodrigues, Tailane Scapin, Paula Lazzarin Uggioni, Marcela Boro Veiros, Greyce Luci Bernardo and Rossana Pacheco da Costa Proença

This study aimed to examine the perceptions and preferences of Brazilian adult consumers about four different front-of-pack (FOP) food labeling systems proposed by the…

Abstract

Purpose

This study aimed to examine the perceptions and preferences of Brazilian adult consumers about four different front-of-pack (FOP) food labeling systems proposed by the Brazilian National Health Regulatory Agency.

Design/methodology/approach

This is a qualitative study conducted with 33 participants allocated in six focus groups. Four different types of FOP labels were displayed on processed and packaged bread: three interpretive warning labels (black triangle, black octagon and red ellipse) and a hybrid model (nutritional traffic light). Thematic analysis was used to identify the key topics addressed by participants.

Findings

Three topics were identified: label design, clarity and precision of information. The results demonstrated an influence of labels on product development and consumers' food choices. Most participants expressed a preference for black warning labels and reported the importance of statements endorsed by the Ministry of Health, which provide credibility and could influence food choices. Furthermore, participants agreed that the traffic light system provides more information but is difficult to interpret when comparing products. Warning labels were reported to have the greatest influence on purchase decisions. However, participants were concerned about how to understand the lack of warning labels on some products.

Practical implications

The results may help and support the Brazilian Health Regulatory Agency to identify and recommend the most effective FOP labeling system to be adopted in Brazil.

Originality/value

Few studies investigating adult consumers' perceptions of different FOP label formats have been conducted in the Brazilian context. Our study contributes to the small pool of evidence on the topic by demonstrating that FOP labels can be helpful for consumers when they are presented in an intuitive, interpretative and trustworthy format.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 3 April 2018

Renata Carvalho Oliveira, Ana Carolina Fernandes, Rossana Pacheco da Costa Proença, Heather Hartwell, Vanessa Mello Rodrigues, Claudia Flemming Colussi and Giovanna M.R. Fiates

The purpose of this paper is to examine the effects of different menu labelling formats on healthy food choices in a real restaurant setting.

Abstract

Purpose

The purpose of this paper is to examine the effects of different menu labelling formats on healthy food choices in a real restaurant setting.

Design/methodology/approach

This cross-sectional, randomised and controlled parallel-group trial was conducted in Brazil in 2013. In total, 313 university students were randomly assigned to one of three parallel groups with different menu labelling formats. Of these, data from 233 students were analysed. The others did not attend and were excluded. Intervention Group 1 (n=88) received information in the form of a traffic light plus guideline daily amounts, while Intervention Group 2 (n=74) was presented with ingredients list plus highlighted symbols (IL+S). The control group (n=71) received a menu with no menu labelling. Data were collected on one weekday in a restaurant setting. Trial outcomes were assessed by healthy food choices.

Findings

Healthy food choices of students who received the menu showing IL+S were significantly higher when compared to the other groups. This same menu labelling format positively affected healthy food choices in women, not overweight participants and in participants who often ate out more than twice a week.

Originality/value

Menu labelling format presenting ingredients list and highlighted symbols was positively associated with healthy food choices among the university students in Brazil. This type of labelling could be adopted in future legislation on menu labelling in Brazil and around the world.

Details

British Food Journal, vol. 120 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 October 2020

Cayetano Medina-Molina and Benito Pérez-González

Spain decided to implement NutriScore with the objective of helping consumers to choose healthier foods. NutriScore is a summary indicator interpretative nutritional

Abstract

Purpose

Spain decided to implement NutriScore with the objective of helping consumers to choose healthier foods. NutriScore is a summary indicator interpretative nutritional labelling. This study aims to verify whether the coexistence with other interpretative labelling may influence NutriScore effectiveness.

Design/methodology/approach

A questionnaire was used to analyse two different brands in the same category; one of them ranked with a “B” NutriScore rating and the other with a “D” NutriScore rating. The product packaging was shown in four different ways: without indications, with nutrient-specific labels, with summary indicators (NutriScore) and with both interpretative indicators. Having positive and negative evaluations of NutriScore allowed us to assess its impact. Structural equation modelling (SEM), Student t-test and F-test were employed with a sample of 301 questionnaires.

Findings

The different formats of the interpretative labels did not moderate the relationship between perceived healthiness and purchase intention. When a food product is given positive evaluation from NutriScore, nutrient-specific interpretative labelling reinforces the effect of NutriScore. When a food product is given negative evaluation from NutriScore, nutrient specific interpretative labelling cancels the effect of NutriScore on perceived healthiness and purchase intention.

Originality/value

Previous studies have analysed the interaction between NutriScore and nutrient-specific interpretative labels, but they attribute a negative message to the product (warning labels). This study was aimed at analysing the interaction between NutriScore and summary indicators nutrient specific with positive message about the nutritional quality of the food item.

Details

British Food Journal, vol. 123 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 1 May 2019

Muhammad Kashif

1360

Abstract

Details

British Food Journal, vol. 121 no. 1
Type: Research Article
ISSN: 0007-070X

Article
Publication date: 7 August 2017

Sarah Price, Jeffery Bray and Lorraine Brown

Employees eat regularly in workplace foodservice settings, thus the food served can significantly impact their overall diet. Workplace foodservice providers are facing…

Abstract

Purpose

Employees eat regularly in workplace foodservice settings, thus the food served can significantly impact their overall diet. Workplace foodservice providers are facing several challenges, including changing consumer demands, partial blame for high levels of obesity and the delivery of accessible information that can encourage healthier food choices. The purpose of this paper is to explore the industry perspective on consumer information needs and to assess the challenges faced by foodservice providers in terms of responding to these in a workplace setting.

Design/methodology/approach

A qualitative approach was adopted, involving ten in-depth semi-structured interviews with contract catering managers in the UK and Germany.

Findings

Canteen operators have a sound understanding of what is important to their customers. However, the amount of dish information currently provided is limited, and the reasons for this are discussed. The menu remains the traditional medium of communication of information on dishes, but there is openness to technical platforms, which not only reduce information overload but also increase customer engagement.

Practical implications

Technological solutions are discussed as a way to overcome barriers to information provision providing workplace caterers with a clear approach to effectively communicate enhanced dish information.

Social implications

The provision of enhanced dish information has been found to influence consumers’ to make more healthful selections. This is an important public health issue given the growing rates of obesity and diabetes type 2.

Originality/value

This study makes an original contribution by exploring the industry perspective on consumer needs for information and on how this information can be provided.

Details

International Journal of Workplace Health Management, vol. 10 no. 4
Type: Research Article
ISSN: 1753-8351

Keywords

Open Access
Article
Publication date: 16 February 2022

Luis-Alberto Casado-Aranda and Juan Sanchez-Fernandez

This study aims to illuminate the contribution of neurophysiological techniques in the field of marketing and consumer decision-making and to highlight avenues and…

1759

Abstract

Purpose

This study aims to illuminate the contribution of neurophysiological techniques in the field of marketing and consumer decision-making and to highlight avenues and research questions that marketing researchers can take advantage of from neuroscience and psychology to inform marketing phenomena.

Methodology

The authors first reviewed the roots and definition of consumer neuroscience. Then, the authors outlined the main characteristics of the most commonly used neurophysiological tools (namely, skin conductance, facial electromyography, electrocardiogram, eye-tracking, electroencephalography, functional magnetic resonance imaging, functional near-infrared spectroscopy, magnetoencephalography and transcranial magnetic stimulation) with a special emphasis on their advantages and weaknesses. Finally, the authors propose the development of research lines that could be implemented by marketing researchers with an appropriate application and understanding of tools and theories of neuroscience and psychology.

Findings

The authors propose research questions to be addressed within four thematic areas: opportunities in product decisions (predicting product purchasing decisions, consumer responses to branding efforts and packaging), pricing, communication and retailing scenarios. The authors also incorporate insights into the complementarity of neurophysiological tools to traditional ones and situations in which these tools are useful for enhancing marketing theory. The authors finally shed light on the moral–ethical criticisms of this new branch of marketing.

Value

To the best of the authors’ knowledge, this research constitutes the first study in identifying the research opportunities that marketing researchers could take advantage from neuroimaging and physiological tools to inform marketing theory and practice.

Propósito

Esta investigación tiene como objetivo esclarecer la contribución de las técnicas neurofisiológicas en el campo del marketing y la toma de decisiones de los consumidores y destacar las vías y preguntas de investigación que los investigadores de marketing pueden aprovechar de la neurociencia y la psicología para informar sobre los fenómenos del marketing.

Planteamiento

En primer lugar, revisamos el origen y la definición de la neurociencia del consumidor. A continuación, esbozamos las principales características de las herramientas neurofisiológicas más utilizadas (a saber, la conductancia, la electromiografía facial, el electrocardiograma, el seguimiento ocular, la electroencefalografía, la resonancia magnética funcional, la espectroscopia funcional en el infrarrojo cercano, la magnetoencefalografía y la estimulación magnética transcraneal), haciendo especial hincapié en sus ventajas y debilidades. Finalmente, se propone el desarrollo de líneas de investigación que podrían ser implementadas por los investigadores de marketing con una adecuada aplicación y comprensión de las herramientas y teorías de la neurociencia y la psicología.

Resultados

Proponemos preguntas de investigación para ser abordadas dentro de cuatro áreas temáticas: oportunidades en las decisiones de producto (predicción de las decisiones de compra de productos, respuestas de los consumidores a los esfuerzos de marca y envasado), precios, comunicación y distribución. También incorporamos ideas sobre la complementariedad de las herramientas neurofisiológicas con las tradicionales y las situaciones en las que estas herramientas son útiles para mejorar la teoría del marketing. Por último, arrojamos luz sobre las críticas ético-morales a esta nueva rama del marketing.

目的

本研究旨在阐明神经生理学技术在营销和消费者决策领域的贡献, 并强调营销研究人员可以从神经科学和心理学中利用的途径和研究问题, 以告知营销现象。

方法

我们首先回顾了消费者神经科学的根基和定义。然后, 我们概述了最常用的神经生理学工具(即皮肤电导率、面部肌电图、心电图、眼球追踪、脑电图、功能性磁共振成像、功能性近红外光谱、脑磁图和经颅磁刺激)的主要特点, 特别强调了它们的优势和劣势。最后, 我们提出了研究路线的发展, 这些路线可以由营销研究人员通过适当的应用和理解神经科学和心理学的工具和理论来实施。

研究结果

我们提出了四个主题领域的研究问题:产品决策中的机会(预测产品购买决策、消费者对品牌推广工作的反应和包装)、定价、沟通和零售场景。我们还纳入了对神经生理学工具与传统工具的互补性的见解, 以及这些工具对加强营销理论有用的情况。最后, 我们对这个新的营销分支的道德伦理批评进行了说明。

纸张类型 – 研究论文

Article
Publication date: 17 September 2019

Benedetta Grandi, Maria Grazia Cardinali and Silvia Bellini

The purpose of this paper is to assess the importance of nutritional information in the selection of healthy food products and test the effects of different communication…

Abstract

Purpose

The purpose of this paper is to assess the importance of nutritional information in the selection of healthy food products and test the effects of different communication stimuli on people with different levels of self-control (NFC used as a proxy). Specifically, the authors posit that easy-to-process and intuitive nutritional information can lead to a substantial change in the shopping behaviour. Furthermore, this work wants to test the effect on behaviours, emotions and judgements of two different communication signs (stars and silhouettes) in the promotion of healthy food products inside grocery stores.

Design/methodology/approach

After the development of a new nutritional display, the authors identified two different communication stimuli (stars and silhouettes) in order to test their impact on emotions evoked, judgements and behaviours. First, a pre-test was conducted using neuro-marketing tools (Face Reader) to detect the emotions aroused by the communications and then a main online between-subjects experiment involving 222 participants was carried out to understand the impact on choices and attitudes. Data were analysed using SPSS.

Findings

Results showed that communication plays a key role in helping customers choosing healthier products. Concerning the different communication stimuli, the authors found a significant difference in the emotion evoked by the different signs used. This difference translates into a judgemental change but not necessarily into a behavioural one.

Originality/value

To the authors’ knowledge, previous researchers have focused their attention only on the nutritional values communicated at a product level through different product labels, while nobody has tried to implement and test a category/segment level communication strategy.

Details

British Food Journal, vol. 121 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 19 July 2022

Yung-Cheng Shen, Heng-Yu Lin, Cindy Yunhsin Chou, Po Han Wu and Wei-Hao Yang

This study investigates the role of source familiarity in moderating the effect of service adaptive behavior (SAB) on customer satisfaction. Applying the…

Abstract

Purpose

This study investigates the role of source familiarity in moderating the effect of service adaptive behavior (SAB) on customer satisfaction. Applying the accessibility–diagnosticity framework and situated cognition theory as the theoretical basis, this research hypothesizes that when customers are familiar with the source that provides the service (i.e. brand familiarity for Study 1 and personal familiarity for Study 2), customer satisfaction responses to SAB would be more moderate than when customers are not familiar with the source. Two studies were conducted to test the hypotheses.

Design/methodology/approach

Two experiments manipulating SAB and the brand name familiarity (Study 1) and personal familiarity with the service staff (Study 2) as the source familiarity were conducted. Customer satisfaction as a function of source familiarity was measured to test the hypothesis that source familiarity moderates the relationship between SAB and customer satisfaction.

Findings

Compared to unfamiliar sources, familiar sources generated a more moderate response in customer satisfaction as a function of SAB. High familiarity with the brand and service staff induced top-down, memory-based processing that overrides external stimuli as the basis of satisfaction judgment; bottom-up, stimulus-based processing relying on SAB for judgment kicked in only when the source familiarity is low.

Practical implications

From a practical point of view, this study indicates the importance of SAB, especially for brands with low awareness, and alludes to the comparative importance of relationship building in service delivery processes.

Originality/value

This study contributes to the literature by validating the role of contextual factors in influencing the impact of SAB on customer satisfaction.

Details

Journal of Service Theory and Practice, vol. 32 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

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