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Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?

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  • Louis, Didier
  • Lombart, Cindy

Abstract

This research investigates retailers’ societal advertisements on ugly fruits and vegetables. A three (retailer's claim is focusing on consumers’ health, on food taste, on food price) x 2 (the retailer studied is Intermarché, Biocoop) between subjects design has been conducted. Several paths that retailers can follow in order to build the credibility of their message and consumers’ attitude toward the ad (the two explanatory variables relating to the message) as well as consumers’ trust in the retailer and their attitude toward this retailer (two explained variables relating to the retailer) are indicated. The direct and indirect impacts of societal advertisements on ugly fruits and vegetables on consumers’ relationship with retailers are thus pointed out.

Suggested Citation

  • Louis, Didier & Lombart, Cindy, 2018. "Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 256-271.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:256-271
    DOI: 10.1016/j.jretconser.2018.01.006
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    References listed on IDEAS

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    Cited by:

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    2. Makhal, Annesha & Thyne, Maree & Robertson, Kirsten & Mirosa, Miranda, 2020. "“I don't like wonky carrots†- an exploration of children's perceptions of suboptimal fruits and vegetables," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Ginder, Whitney & Byun, Sang-Eun, 2022. "To trust or not to trust? The interplay between labor-related CSR claim type and prior CSR reputation of apparel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Debucquet, Gervaise & Lombart, Cindy & Labbé-Pinlon, Blandine, 2021. "Depicting eaters and non-eaters of abnormal fruits and vegetables: Reflections of self-identity and food culture," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. de Souza, Michele & Pereira, Giancarlo Medeiros & Lopes de Sousa Jabbour, Ana Beatriz & Chiappetta Jabbour, Charbel Jose & Trento, Luiz Reni & Borchardt, Miriam & Zvirtes, Leandro, 2021. "A digitally enabled circular economy for mitigating food waste: Understanding innovative marketing strategies in the context of an emerging economy," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    6. Qi, Danyi & Penn, Jerrod & Li, Ran & Roe, Brian E., 2022. "Winning ugly: Profit maximizing marketing strategies for ugly foods," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Sina Nitzko & Achim Spiller, 2019. "Comparing “Leaf-to-Root”, “Nose-to-Tail” and Other Efficient Food Utilization Options from a Consumer Perspective," Sustainability, MDPI, vol. 11(17), pages 1-21, September.
    9. Hezarkhani, Behzad & Demirel, Guven & Bouchery, Yann & Dora, Manoj, 2023. "Can “ugly veg” supply chains reduce food loss?," European Journal of Operational Research, Elsevier, vol. 309(1), pages 117-132.
    10. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.

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