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Portuguese Retailers’ Motivations to Adopt Front of Pack Nutrition Labels: A Qualitative Analysis

Author

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  • Caldeira, Monica
  • Sottomayor, Miguel
  • Souza Monteiro, Diogo M.

Abstract

Nutrition 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.

Suggested Citation

  • Caldeira, Monica & Sottomayor, Miguel & Souza Monteiro, Diogo M., 2011. "Portuguese Retailers’ Motivations to Adopt Front of Pack Nutrition Labels: A Qualitative Analysis," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 109189, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaea11:109189
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    File URL: http://purl.umn.edu/109189
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    References listed on IDEAS

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    1. Debra Van Camp & Diogo M. de Souza Monteiro & Neal H. Hooker, 2012. "Stop or go? How is the UK food industry responding to front-of-pack nutrition labels?," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 39(5), pages 821-842, December.
    2. Unnevehr, Laurian J. & Jagmanaite, Evelina, 2008. "Getting rid of trans fats in the US diet: Policies, incentives and progress," Food Policy, Elsevier, vol. 33(6), pages 497-503, December.
    3. Golan, Elise H. & Kuchler, Fred & Mitchell, Lorraine, 2000. "Economics Of Food Labeling," Agricultural Economics Reports 34069, United States Department of Agriculture, Economic Research Service.
    4. Rodolfo M. Nayga, 2008. "Nutrition, obesity and health: policies and economic research challenges," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 35(3), pages 281-302, September.
    5. Wim Verbeke, 2005. "Agriculture and the food industry in the information age," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 32(3), pages 347-368, September.
    6. Christine Moorman & Rex Du & Carl F. Mela, 2005. "The Effect of Standardized Information on Firm Survival and Marketing Strategies," Marketing Science, INFORMS, vol. 24(2), pages 263-274, September.
    7. Mancino, Lisa & Kuchler, Fred & Leibtag, Ephraim, 2008. "Getting consumers to eat more whole-grains: The role of policy, information, and food manufacturers," Food Policy, Elsevier, vol. 33(6), pages 489-496, December.
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    More about this item

    Keywords

    Nutrition labels; retailers; semi-structured interviews; content analysis; Food Consumption/Nutrition/Food Safety; Q18; M31; M38; M14;

    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; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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