Consumer Behaviour Research on Information Content of Food Packaging

The Use and Relevance of Food Labelling

Abstract

Signs, labels, claims are to inform consumers of product attributes, and are part of the packaging. While purchase decision is made at the point of purchase, and costumers are keen on having more and more information, labelling is one of the most important marketing and management tool. According to literature review we discuss which consumer characteristics and situational factors have an influence on consumers purchase behaviour. We report the results of a survey, which was conducted 630 subjects, to access understanding of customer label usage. We illustrate this phenomenon with various labels found on food packaging (nutrition label, ingredients, certifications, health claims, etc.). Changes in EU labelling regulations, growing importance of nutrition marketing, functional food and environmental issues keep labelling in constant focus nowadays.