Portuguese Retailers’ Motivations to Adopt Front of Pack Nutrition Labels: A Qualitative Analysis
AbstractNutrition is an important food marketing differentiation criterion. There is growing evidence of the relation between diets and health conditions. Thus there is a potential conflict between industry and public health authorities over the use of nutrition labels. Understanding industry motivations for simplified nutrition labels use is paramount to scrutinize market dynamics, improve label policy design and its evaluation. The aim of this research is to ascertain how retailers perceive consumer’s attitudes to nutrition labels and what motivates their use. We conducted in-depth semi-structure interviews with senior managers in leading Portuguese retail chains. Our results suggest that retailers’ adopt FOP to aid their customers’ food choices, as a response to competitors’ moves and preempt labeling regulations. However, respondents were concerned on whether nutrition labels added value to their business, has a negative impact on sales in certain food categories and may hinder relations with suppliers.
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Bibliographic InfoPaper provided by Agricultural and Applied Economics Association in its series 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania with number 109189.
Date of creation: Jul 2011
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Nutrition labels; retailers; semi-structured interviews; content analysis; Food Consumption/Nutrition/Food Safety; Q18; M31; M38; M14;
Find related papers by JEL classification:
- Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M38 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Government Policy and Regulation
- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
This paper has been announced in the following NEP Reports:
- NEP-AGR-2011-08-09 (Agricultural Economics)
- NEP-ALL-2011-08-09 (All new papers)
- NEP-HME-2011-08-09 (Heterodox Microeconomics)
- NEP-MKT-2011-08-09 (Marketing)
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