2004
Volume 42, Issue 2
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

I make conscious misleading choices? On logos on food products and the influence on skepticism and buying intention

I make conscious misleading choices? On logos on food products and the influence on skepticism and buying intention

In this paper we studied a well known label used on food products in Dutch groceries. This label, introduced by the food industry, is tested whether it influences purchase intention, and whether respondents would pay more, when a product has that particular label. We also asked respondents what the origin of the label was and revealed afterwards the real origin. Results show that respondents who were unfamiliar with the origin of the label became more skeptical about the label and had lower purchase intentions than before. We discuss implications of this, and advice the controlling board of the label to be more transparent and open in their communications with the general public.

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/content/journals/10.5117/2014.042.002.100
2014-06-01
2021-11-28
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