Importance of food labeling as a means of informationand traceability according to consumers

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Abstract

Consumption patterns have considerably changed over recent years. We are witnessing more and more frequentlyto a lack of information (i.e. information asymmetry) between food producers and consumers, this generate in theconsumer the latter need to access information related to processes of production of food and food distribution. Decisionmaking,in absence of further information, leads consumers to pay attention to food labeling. Food labels become the onlytool for consumers to acquire additional information about products in order to make the purchase decision. In today’smodern and globalized market, labels limitations can be partially overcome by using Mobile Marketing tools, such as theQR Code (Quick Response Code). Therefore the objective of this study is: (1) categorize profiles of consumers accordingto the importance given to various information patterns shown on food labeling; (2) discover consumer behaviors whenmaking a purchasing decision based on food information they require in the label; (3) discover consumer profiles with regardsto food quality and the use QR Code to acquire further information about food products. Two Italian regional capitalswere chosen, as representative of Northern and Southern Italy, basing on the geographical division of the Countrymade by the ISTAT (Istituto Nazionale di Statistica). The interviews were carried out by telephone, using a questionnaire.Data collected were processed by Multidimensional Scaling We discovered eight profiles of consumers with differentpurchasing behaviors. Some consumer profiles, with lifestyles typical of contemporary life, use the QR Code to obtain additionalinformation about food products. The innovative purchasing behavior identifies a consumer who is particularlyinterested in food quality and safety. Agri-food businesses that focus on quality productions could target the innovativeprofile and communicate further information trough the use of modern communication technologies.
Lingua originaleEnglish
pagine (da-a)145-151
Numero di pagine7
RivistaAdvances in Horticultural Science
Volume29
Stato di pubblicazionePublished - 2015

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All Science Journal Classification (ASJC) codes

  • Horticulture

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