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Verbraucherverständnis der Gestaltung von Lebensmittelverpackungen

Author

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  • Weinrich, R.
  • Nitzko, S.
  • Spiller, A.
  • Zühlsdorf, A.

Abstract

Viele Verbraucher interessieren sich für die Qualität von Lebensmitteln und deren Eigen-schaften und Zusammensetzung. Wichtige Schlüsselinformationen über die Beschaffenheit eines Produktes können Verbraucher auf der Verpackung von Produkten finden. Solch eine Information kann die Verkehrsbezeichnung darstellen, die eine kurze Charakterisierung der Produktart darstellt und so auf die eindeutige Benennung eines Produktes für den Verbraucher abzielt, sodass dieser das Erzeugnis von anderen unterscheiden kann. Weiterhin liefern der Produktname und die Produkt- bzw. Zutatenabbildung auf der Verpackungsvorderseite In-formationen für Verbraucher. Auch Clean Label können prägnante Schlüsselinformationen über ein Lebensmittel liefern. Mittels einer Verbraucherbefragung (näherungsweise repräsen-tativ für Alter, Geschlecht, Einkommen, regionale Verteilung, Bildung und Haushaltsgröße in Deutschland, n = 1.021) wird überprüft, ob das Verbraucherverständnis der Verpackungsauf-machung bei den drei Fallgruppen Verkehrsbezeichnung, Produkt- bzw. Zutatenabbildung und Clean Label mit der tatsächlichen Beschaffenheit der Produkte übereinstimmt. Anhand der Ergebnisse der Studie lässt sich aufzeigen, dass Verbraucher die Lebensmittelkennzeich-nungen vielfach anders verstehen, als es der tatsächlichen Beschaffenheit des Produktes ent-sprechen würde.
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Weinrich, R. & Nitzko, S. & Spiller, A. & Zühlsdorf, A., 2015. "Verbraucherverständnis der Gestaltung von Lebensmittelverpackungen," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 50, March.
    • Handle: RePEc:ags:gewipr:261707
    DOI: 10.22004/ag.econ.261707
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    Keywords

    Consumer/Household Economics; Marketing;

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