The Effect of an Evaluative Label on Consumer Perception of Cheeses in Hungary

Abstract

Traditional strategies (such as education, economic incentives or prohibitions) targeted at altering dietary habits only influence health-conscious consumers. Less health-conscious consumers are less capable of self-regulatory behavior, therefore they are more likely to be influenced through perception. The present study aimed to examine how external cues such as labeling affect the consumer’s perception of foods. The paper includes a case study based on an experiment. In the experiment the same cheese was tested with four different types of labeling (labeled “conventional”, “low salt”, “low fat” and “low salt and low fat”). It was found that the health halo effect worked in the case of cheese testing. In spite of all the samples being identical, the healthy samples were associated with considerably less sensory pleasure. The use of labels by the producers resulted in exactly the opposite effect to that intended. The experiment confirmed the efficiency of the application of this type of behavior-oriented nudge.

Food safety and sanitation challenges of public university students in a developing country

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Artisanal cheese with no designation of origin: keys to correctly label it

“…It clearly evidenced that the indication of 'low in fat' or 'low salt content' had an impact on consumers' expectations and perceptions. An extensive review by Fernqvist and Ekelund (2014) concluded that health-related labels influenced product acceptance, so that the presence of this label information had a negative influence in the sensory consumeŕs perception, in an experiment conducted by Szakály et al (2020) on Trappista cheese from Hungary. Also, Barros et al (2016), found that consumers proposed health, sensory and economic conditioning when purchase fresh cheeses from Brazil with mentions about 'salt content' or 'probiotic microorganisms' on the label.…”