A consumer perspective on food labelling: ethical or not?

Abstract

This article provides a review of ethical food labelling from a consumer perspective and makes recommendations to the food industry and regulators regarding ethical food labelling in order to satisfy consumers’ food-labelling needs. Various studies have found that many consumers have negative perceptions regarding food labelling. However, research on consumers’ perspectives regarding ethical food labelling has been accorded little attention. This article addresses this topic through a review of the relevant literature of mostly quantitative research, but also includes qualitative and mixed method studies. The article examines such aspects as the trustworthiness of claims on food labels, intelligibility of label information, listing of food additives on labels, and labelling of genetically modified foods. As negative perspectives on food labelling are likely to affect consumers’ decision making regarding the purchasing of food products, the food industry must realise their responsibility to provide ethical food labels. The food industry and regulators should aim to provide risk communication and intelligible information through ethical food labels and consumer education programmes on food labelling. Consumers need to be aware of their right to know what they are purchasing through ethical food labels and take a stand in this regard

Consumers’ knowledge of food label information: an exploratory investigation in Potchefstroom, South Africa

“…Consumers thus need opportunities to learn about complex criteria ( 19 ) and set parameters ( 36 ) for ‘low’ or ‘high’ nutrient content claims. The lack of knowledge about health and nutrient claims confirms former research ( 5 ) which also indicates a need for consumer education regarding nutrition, labelling and use of labels to enable informed decisions ( 11 ) .…”

“…Although previous research confirms that senior citizens are less knowledgeable about label information, they are more interested in healthy eating and in verifying nutrition labels than younger respondents ( 20 ) .Concerning the factors ‘locating information’ and ‘identifying symbols’, respondents with a tertiary ( d = 1·21 and d = 1·27, respectively) and grade 12 qualification ( d = 0·88 and d = 0·94, respectively) were practically significantly more knowledgeable than those with qualifications below grade 12, as confirmed by previous research ( 6 ) . A lack of education results in infrequent label reading ( 30 ) and a limited ability to make informed purchasing decisions ( 11 ) .A practically significant ( ω = 0·45) association indicated that as respondents’ rating of their informedness regarding nutrition increased, their informedness about label information also increased and vice versa.Respondents’ frequency of label reading ( ω = 0·43) and label reading during first-time purchasing ( ω = 0·42) showed medium to practically significant associations with the frequency that label information affects their purchasing decision, as confirmed by Jacobs et al ( 30 ) . Food labels thus serve as an important medium that consumers may use during purchasing decisions ( 14 ) .…”

“…were practically significantly more knowledgeable than those with qualifications below grade 12, as confirmed by previous research (6) . A lack of education results in infrequent label reading (30) and a limited ability to make informed purchasing decisions (11) . 4.…”

“…Amplified information required on food labels (9) could however confuse and overload consumers with information that they consequently ignore during their purchasing decisions (10) , resulting in uninformed choices and unhealthy lifestyles. In order to improve the credibility (11) and accuracy of label information (12) , South African (SA) Labelling Regulations (R642) were revised and promulgated in 2007 (13) . Research has indicated a link between consumers' food label knowledge and demographics (14) .…”

Consumers’ prepurchase satisfaction with the attributes and information of food labels

“…As a result of these factors, South African consumers may have different expectations and may judge the performance of food labels differently than consumers in other countries. Van der Merwe and Venter (2010) emphasize that international consumer opinions on food labels cannot be applied directly to the unique SA context. Extant research mainly reflects on SA consumers' perceptions (Kempen et al, 2011), opinions, beliefs (Bosman et al, 2013), knowledge , understanding and use of label information (Jacobs et al, 2011).…”