Department of Management

Consumer response to food labels in an emerging market: The case of Romania

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This study investigates consumer response to food labels in an emerging market. More specifically, it measures the levels of awareness, objective and perceived understanding, perceived usefulness and perceived trustworthiness of the most prominent food labels found in the Romanian market. An online survey was conducted with a convenience sample of 428 respondents (45.6% males of an average age of 30.6 years). Results revealed that for most respondents awareness levels towards food labels are generally low, except for the Guideline Daily Amount and the organic food labels. Objective understanding towards food labels was relatively high, especially towards those food labels that included a clear text element. Perceived understanding, perceived usefulness and perceived trustworthiness were found to be consistently high with regard to the GDA and the national organic food labels, while the European organic label scored lower. Finally, response to food labels was found to differ between aware and unaware respondents.
Original languageEnglish
JournalInternational Journal of Consumer Studies
Pages (from-to)166-174
Number of pages9
Publication statusPublished - 2014

    Research areas

  • food labels, consumer response, emerging market, Romania, MAPP

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