Previous research has investigated whether consumers like different types of food labels, and which types they find more attractive. In order to make these preliminary insights useful for policy-making and industry-related decisions, it is necessary to link liking and attractiveness to different dimensions of food labels. As such, this work package focused on the determinants of consumer liking and attractiveness of labels.
Focus groups were conducted in selected countries to identify and quantify key determinants of consumer liking and attractiveness of different types of food labels, examining food categories and food choice contexts (e.g. raw / processed) as well as the degree of label complexity and repeated exposure.
Consortium partners researched consumer liking and attractiveness of labels by consumer preferences for simplicity, completeness, and (lack of) coerciveness of label information which resulted in a pan-European consumer segmentation based on label preferences. This data was also linked to socio-economic status.
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