Organic food labels as a signal of sensory quality—insights from a cross-cultural consumer survey

Does the label 'unconventional food plant' influence food acceptance by potential consumers? A first approach

In the Brazilian context, many plants have been marketed under the name of unconventional food plants (UFPs). However, it is not known whether this label causes some bias in product acceptance. Thus, two case studies were conducted to fill this gap. The research also sought to determine if the type of fair (agroecological vs. common) where the UFP is sold, the familiarity with the term, and the identification of a UFP when used as an ingredient act as moderating variables of this relationship. This paper presents data from two case studies. The first was conducted with jenipapo juice through sensory evaluations at a conventional fair and an agroecological fair in the metropolitan region of Maceió (Northeast Brazil). The product was offered to some attendees without giving them any information, while for other attendees, the presence of a UFP and the underlying concept were mentioned. In this context, the UFP label did not affect the sensory evaluation. In the second case study, taioba cakes were offered to students from a public university in the same city. In this context, the UFP-labelled product was less accepted than the product without the label only for students who had not heard of UFPs. The differences between the two case studies reinforce the need to expand research on this topic to identify in which contexts the UFP label influences sensory evaluations.

Coffee Label Assessment Using Sensory and Biometric Analysis of Self-Isolating Panelists through Videoconference

Label concepts, information, logos, figures, and colors of beverages are critical for consumer perception, preference, and purchase intention. This is especially relevant for new beverage products. During social isolation, many sensory laboratories were unable to provide services, making virtual sensory sessions relevant to studying different label concepts and design preferences among consumers. This study proposed a novel virtual sensory system to analyze coffee labels using videoconference, self-reported, and biometric analysis software from video recordings to obtain sensory and emotional responses from 69 participants (power analysis: 1 − β > 0.99) using six different label concepts: (i) fun, (ii) bold, (iii) natural, (iv) everyday, (v) classic, and (vi) premium. The results show that the label concept rated as having the highest perceived quality was premium, presenting significant differences (p < 0.05) compared to all of the other concepts. The least perceived quality score was attributed to the bold concept due to the confronting aroma lexicon (cheese dip), which is supported by previous studies. Furthermore, even though graphics, colors, and the product name can be considered positive attributes, they do not determine perceived quality or purchase intention, which was found for the bold, everyday, and classic concepts. The findings from this study were as expected and are consistent with those from similar publications related to labels, which shows that the proposed virtual method for sensory sessions and biometrics is reliable. Further technology has been proposed to use this system with multiple participants, which could help beverage companies perform virtual sensory analysis of new products’ labels.

Suitability of dual-purpose cockerels of 3 different genetic origins for fattening under free-range conditions

The utilization of male chickens for fattening constitutes a potential advantage of the dual-purpose concept. In addition to the use of commercial hybrids, producers could introduce alternative chicken genotypes or further develop local breeds. To gain more information about the genetic effect on growth performance, carcass characteristics, physicochemical meat traits, and sensory attributes, 60 cockerels belonging to Les Bleues (developed from the French breed Bresse Gauloise), Canarian (Spanish local breed), and Dominant Red Barred D459 (DRB D459; commercial dual-purpose hybrid) genotypes were reared under free-range conditions in a warm tropical climate and slaughtered at 15 wk of age. The major findings were as follows: (i) Les Bleues chickens exhibited the best growth rate and the body weight of 2.44 kg reached by this strain at 15 wk would be gained only after 18 to 19 wk with DRB D459 and it would take even 2 wk longer for Canarian breed, according to the growth modeling using the Morgan equation, although the body weights between the latter were statistical similar at 15 wk; (ii) Les Bleues strain had a good capability in terms of meat production performance, presenting carcasses with significantly heavier commercial cuts, and higher fleshiness than the other 2 genotypes; (iii) although significant differences among genotypes appeared in the physical characteristics of the breast meat, especially those concerning the skin and meat color and water-holding capacity, which was significantly reduced for Canarian chickens, no significant differences were detected in the chemical composition and fatty acid profile of the breast meat; (iv) trained panelists (n = 8) pointed out that leg meat of none of the genotypes is better in terms of global appreciation, but untrained consumers (n = 99) perceived that the Les Bleues leg meat was significantly more palatable than the DRB D459 leg meat.

The Effectiveness of Promotional Cues for Organic Products in the German Retail Market

The market for organic products is constantly growing, but successfully promoting them remains a controversial issue. Marketing research shows that organic products such as fruits and vegetables cannot be advertised effectively via monetary promotions (e.g., discounts); however, how promotional effectiveness is affected by other promotional actions (e.g., offering premiums instead of discounts) or the product type promoted (e.g., promoting hedonic products such as organic ice cream instead of utilitarian products) has not been empirically investigated to date. Through a study conducted with 487 German participants, we demonstrate that monetary promotion is less effective for organic than for conventional products. In contrast, non-monetary promotion (via offering increased content) enhances promotional effectiveness more for organic than for conventional products. Increased heuristic processing can explain these findings, as consumers focus more on the heuristic cues offered by non-monetary promotion when confronted with organic, and in particular hedonic organic, products.

Organic Consumer Choices for Nutrient Labels on Dried Strawberries among Different Health Attitude Segments in Norway, Romania, and Turkey

Consumer interest towards healthy food is driving the growth of the organic food market because consumers perceive organic food products to improve their personal health. Berries have well-known health benefits and show increasing market shares in European markets. This manuscript investigates for the first time how health attitudes relate to organic consumers’ choices for nutrient labels of organic dried strawberry products. We conducted an online survey with 614 consumers from Norway, Romania, and Turkey. All participants consumed and liked strawberries and purchased organic food at least once a month. Participants filled out attitudinal questionnaires and conducted an experimental choice task featuring paired images of packaged organic dried strawberries varying in nutrients content label and other factors. The pooled sample was split into three groups of varying health attitudes for profiling and choice analysis. The results show that broad variations exist in health attitudes among Norwegian, Romanian, and Turkish organic consumers. A non-linear effect of health attitude is revealed, where a moderate health attitude is more strongly associated with the selection of products with increased nutrients content than either a low or a high health attitude. The results highlight the complexity in targeting nutrition labels to organic consumers. Finally, implications and suggestions for organic food operators are discussed along with future research avenues.

Completion task to uncover consumer's perception: a case study using distinct types of hen's eggs

The choice and consumption of eggs are made considering a consumers' multidimensional perception, and their understanding becomes essential to the production targeting and the products' success in the market. In this context, this work aimed to verify the consumers' perception about the distinct types of hens' eggs, using a projective technique of completion task combined with presentation of images. A hundred consumers (n = 100) evaluated the main factors, both positive and negative, involved at the purchase time of eggs besides estimating their price. Between the positive factors that guide the eggs' consumption and purchase, the category with highest mention of terms was "Health," whereas negatively it was highlighted the category "Price." Concerning the perception of price, the results showed that the factory farm white eggs' value was the one that least differed from the average market price, possibly due to the nearness and familiarity with this variety. The methodology of completion task combined with presentation of images proved as being a practical and efficient tool to capture the consumers' perception of eggs, capable of providing valuable information to the ones involved in the production chain and commercialization of these products.

Between food delicacies and food taboos: A structural equation model to assess Western students' acceptance of Amazonian insect food

Interest in commercializing insect-based foods is growing steadily. Nevertheless, most Western consumers still consider insects a food taboo. In this study, we investigated how persuasion strategies based on technology and social communication can intervene to reduce aversion towards the practice of eating a tropical insect from the Ecuadorian Amazon. We used a research design based on ethnoentomological information to place the insect-based food in its cultural context. The study is based on an online survey of 125 students from an international university based in a cross-border region of the Italian Alps. We used a covariance-based structural equation model to test the influence of the 6-item version of the Food Neophobia Scale and of the aforementioned persuasion strategies on stated willingness to consume insects. Results show that food neophobia negatively affects persuasion strategies but that the latter do have a positive influence on stated consumption intention. Additionally, the model shows that the negative effect of Food Neophobia Scale on the willingness to consume insects is fully mediated by persuasion strategies. Our findings are in line with previous studies which indicate that peers' recommendations on the safety and palatability of edible insects, as well as the practice of disguising them in familiar food, increase the stated willingness to consume them. Moreover, the importance of the commercial context where the insects are sold is a driver of entomophagous practices. Finally, our study suggests that the introduction of contextual cultural information about insects as a food source may help to preclude a priori false assumptions regarding entomophagy. This is also one of the aims of Regulation (EU) 2015/2283 on insects as novel food which recently came into force. We discuss the implications of the findings for both scholars and practitioners.

Making sense of the "clean label" trends: A review of consumer food choice behavior and discussion of industry implications

Consumers in industrialized countries are nowadays much more interested in information about the production methods and components of the food products that they eat, than they had been 50years ago. Some production methods are perceived as less "natural" (i.e. conventional agriculture) while some food components are seen as "unhealthy" and "unfamiliar" (i.e. artificial additives). This phenomenon, often referred to as the "clean label" trend, has driven the food industry to communicate whether a certain ingredient or additive is not present or if the food has been produced using a more "natural" production method (i.e. organic agriculture). However, so far there is no common and objective definition of clean label. This review paper aims to fill the gap via three main objectives, which are to a) develop and suggest a definition that integrates various understandings of clean label into one single definition, b) identify the factors that drive consumers' choices through a review of recent studies on consumer perception of various food categories understood as clean label with the focus on organic, natural and 'free from' artificial additives/ingredients food products and c) discuss implications of the consumer demand for clean label food products for food manufacturers as well as policy makers. We suggest to define clean label, both in a broad sense, where consumers evaluate the cleanliness of product by assumption and through inference looking at the front-of-pack label and in a strict sense, where consumers evaluate the cleanliness of product by inspection and through inference looking at the back-of-pack label. Results show that while 'health' is a major consumer motive, a broad diversity of drivers influence the clean label trend with particular relevance of intrinsic or extrinsic product characteristics and socio-cultural factors. However, 'free from' artificial additives/ingredients food products tend to differ from organic and natural products. Food manufacturers should take the diversity of these drivers into account in developing new products and communication about the latter. For policy makers, it is important to work towards a more homogenous understanding and application of the term of clean label and identify a uniform definition or regulation for 'free from' artificial additives/ingredients food products, as well as work towards decreasing consumer misconceptions. Finally, multiple future research avenues are discussed.