Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention?
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/17776 |
Resumo: | Purpose: To investigate whether different forms of nutritional information displayed on a foodstuffss front panel packaging affect perceptions of healthiness and purchase intention in Brazilian retail.Method: An online survey with 399 respondents. Each respondent was shown seven distinct scenarios and two products breakfast cereal and stuffed cookies. Authentic packaging was used, varying only in the presentation form (GDA, Nutrition Claims, Food Group Information System and complete scenario).Originality/Relevance: Affecting studies on consumer food decision-making anchored in nutritional marketing strategies (Colby et al., 2010) in a context where concerns regarding healthy food consumption have grown. Nutritional information on the front panel can improve evaluation of food and beverage nutritional value (Roberto, 2012), enhancing product healthiness.Results: Positively and more consistently adding to the stock of knowledge (complete scenario) regarding perception of the products healthiness, when compared to an incomplete scenario, leading to a greater purchase intention.Theoretical/methodological contributions: Nutritional claims are better evaluated by consumers, corroborating Williams (2005) and Feunekes et al. (2008), while contributing both to labelling and packaging studies and to the understanding of the food consumption decision making.Social/management contributions: The study ratifies nutritional labelling practices that not only attract consumer attention, but also increase healthiness perceptions and purchase intentions, contributing to the promotion of a healthy product image and increased sales, affecting product and brand management as well as social policies for food consumption. |
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Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention?Rótulos no varejo de autosserviço: a forma de apresentação da informação nutricional na embalagem pode aumentar a percepção de saudabilidade e a intenção de compra?Front panel; Nutrition labelling; Product marketing; Consumer behaviour.Embalagem; Rotulagem nutricional; Marketing de produto; Comportamento do consumidor de alimentosPurpose: To investigate whether different forms of nutritional information displayed on a foodstuffss front panel packaging affect perceptions of healthiness and purchase intention in Brazilian retail.Method: An online survey with 399 respondents. Each respondent was shown seven distinct scenarios and two products breakfast cereal and stuffed cookies. Authentic packaging was used, varying only in the presentation form (GDA, Nutrition Claims, Food Group Information System and complete scenario).Originality/Relevance: Affecting studies on consumer food decision-making anchored in nutritional marketing strategies (Colby et al., 2010) in a context where concerns regarding healthy food consumption have grown. Nutritional information on the front panel can improve evaluation of food and beverage nutritional value (Roberto, 2012), enhancing product healthiness.Results: Positively and more consistently adding to the stock of knowledge (complete scenario) regarding perception of the products healthiness, when compared to an incomplete scenario, leading to a greater purchase intention.Theoretical/methodological contributions: Nutritional claims are better evaluated by consumers, corroborating Williams (2005) and Feunekes et al. (2008), while contributing both to labelling and packaging studies and to the understanding of the food consumption decision making.Social/management contributions: The study ratifies nutritional labelling practices that not only attract consumer attention, but also increase healthiness perceptions and purchase intentions, contributing to the promotion of a healthy product image and increased sales, affecting product and brand management as well as social policies for food consumption.Objetivo: Investigar se diferentes formas de apresentação da informação nutricional no painel frontal das embalagens de alimentos interferem na percepção de saudabilidade e na intenção de compra no varejo brasileiro.Método: Survey online com 399 respondentes. Cada um analisou sete embalagens distintas e dois produtos – cereal matinal e biscoito recheado. Utilizaram-se embalagens reais com a aplicação de diferentes formas de apresentação da informação nutricional (GDA, nutrition claims, sistema de informação por grupo de alimento e cenário completo, incluindo todas as formas em conjunto).Originalidade/Relevância: Impacta os estudos sobre tomada de decisão do consumidor de alimentos ancorados em estratégias de “marketing nutricional” (Colby et al., 2010), em um contexto com preocupação crescente com o consumo de alimentos mais saudáveis. Informações nutricionais no painel frontal podem melhorar a precisão de julgamentos sobre a qualidade nutricional dos alimentos e bebidas (Roberto, 2012), reforçando a saudabilidade dos produtos.Resultados: A presença de uma combinação de diferentes formas de apresentação (cenário completo) impactou positivamente e de forma mais consistente a percepção de saudabilidade do produto, quando comparada com o uso de uma única forma de apresentação, considerando-se o produto mais saudável e igualmente levando a uma maior probabilidade de compra.Contribuições teóricas/metodológicas: É indicado utilizar os nutrition claims, melhor avaliado pelos consumidores, corroborando Williams (2005) e Feunekes, Gortemaker, Willems, Lion e Kommer (2008). Contribui-se, assim, tanto para estudos sobre rotulagem e embalagens como na compreensão do processo de decisão de compra sobre alimentos.Contribuições sociais/para a gestão: O estudo ratifica práticas de rotulagem nutricional que atraem a atenção do consumidor e aumentam a percepção de saudabilidade e a intenção de compra, contribuindo para a promoção de uma imagem de produto saudável e o aumento das vendas, com impactos para a gestão de produtos e marcas e políticas sociais sobre alimentação.Universidade Nove de Julho - UninoveRicci, Bianca Castro da Silva MaraninchiBrasil, Vinícius SittoniAlmeida, Stefânia Ordovás de2020-07-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1777610.5585/remark.v19i2.17776ReMark - Revista Brasileira de Marketing; v. 19, n. 2 (2020): (abr./jun.); 427-4472177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/17776/8382Direitos autorais 2020 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T18:06:40Zoai:https://periodicos.uninove.br:article/17776Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T18:06:40REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? Rótulos no varejo de autosserviço: a forma de apresentação da informação nutricional na embalagem pode aumentar a percepção de saudabilidade e a intenção de compra? |
title |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? |
spellingShingle |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? Ricci, Bianca Castro da Silva Maraninchi Front panel; Nutrition labelling; Product marketing; Consumer behaviour. Embalagem; Rotulagem nutricional; Marketing de produto; Comportamento do consumidor de alimentos |
title_short |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? |
title_full |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? |
title_fullStr |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? |
title_full_unstemmed |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? |
title_sort |
Labelling in self-service retail: can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention? |
author |
Ricci, Bianca Castro da Silva Maraninchi |
author_facet |
Ricci, Bianca Castro da Silva Maraninchi Brasil, Vinícius Sittoni Almeida, Stefânia Ordovás de |
author_role |
author |
author2 |
Brasil, Vinícius Sittoni Almeida, Stefânia Ordovás de |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Ricci, Bianca Castro da Silva Maraninchi Brasil, Vinícius Sittoni Almeida, Stefânia Ordovás de |
dc.subject.por.fl_str_mv |
Front panel; Nutrition labelling; Product marketing; Consumer behaviour. Embalagem; Rotulagem nutricional; Marketing de produto; Comportamento do consumidor de alimentos |
topic |
Front panel; Nutrition labelling; Product marketing; Consumer behaviour. Embalagem; Rotulagem nutricional; Marketing de produto; Comportamento do consumidor de alimentos |
description |
Purpose: To investigate whether different forms of nutritional information displayed on a foodstuffss front panel packaging affect perceptions of healthiness and purchase intention in Brazilian retail.Method: An online survey with 399 respondents. Each respondent was shown seven distinct scenarios and two products breakfast cereal and stuffed cookies. Authentic packaging was used, varying only in the presentation form (GDA, Nutrition Claims, Food Group Information System and complete scenario).Originality/Relevance: Affecting studies on consumer food decision-making anchored in nutritional marketing strategies (Colby et al., 2010) in a context where concerns regarding healthy food consumption have grown. Nutritional information on the front panel can improve evaluation of food and beverage nutritional value (Roberto, 2012), enhancing product healthiness.Results: Positively and more consistently adding to the stock of knowledge (complete scenario) regarding perception of the products healthiness, when compared to an incomplete scenario, leading to a greater purchase intention.Theoretical/methodological contributions: Nutritional claims are better evaluated by consumers, corroborating Williams (2005) and Feunekes et al. (2008), while contributing both to labelling and packaging studies and to the understanding of the food consumption decision making.Social/management contributions: The study ratifies nutritional labelling practices that not only attract consumer attention, but also increase healthiness perceptions and purchase intentions, contributing to the promotion of a healthy product image and increased sales, affecting product and brand management as well as social policies for food consumption. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-07-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/17776 10.5585/remark.v19i2.17776 |
url |
https://periodicos.uninove.br/remark/article/view/17776 |
identifier_str_mv |
10.5585/remark.v19i2.17776 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/17776/8382 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2020 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2020 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 19, n. 2 (2020): (abr./jun.); 427-447 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138641020190720 |