What is the added value of an organic label? Proposition of a model of transfer from the perspective of ingredient branding

How tasty is governance? Understanding the effect of a “cooperative” label on perceived taste of food products

“…Consequently, in the case where respondents are asked to explain their cognitions, that is, to reflect on the perceived taste, the presence of a brand is the main determinant of perceived taste of the product; the “cooperative” label has no effect. In line with the results of Larceneux et al (2012) and Jongmans et al (2019), which show that a brand can compete with a label during the overall evaluation of the product, the brand smooths the effect of the “cooperative” label. One explanation for this result lies in an effect of information centrality: as additional information, the brand diverts individuals’ attention from the label in favor of the information provided by the brand with which they are familiar.…”

“…For example, while the organic label can signal to consumers that organic farming is being used and therefore a production process that is better for the environment and animal welfare, it does not give any indication of the taste qualities of the labeled product. However, taste is one of the main reasons for consuming organic products (Hughner et al, 2007; Schifferstein and Oude Ophuis, 1998), and organic labels influence product evaluation mainly in a positive way: they generate positive sensory expectations (Bratanova et al, 2015; Jongmans et al, 2019; Larceneux et al, 2012) that improve the taste experienced when ingested (Bernard and Liu, 2017; Bratanova et al, 2015; Lee et al, 2013; Sörqvist et al, 2015; Wiedmann et al, 2014), and overall product appreciation (Annett et al, 2008; Grankvist et al, 2007; Napolitano et al, 2010; Poelman et al, 2008). Similar results were found for Fairtrade labels (Bratanova et al, 2015; Grankvist et al, 2007; Lotz et al, 2013; Poelman et al, 2008; Tagbata and Sirieix, 2008; Tang et al, 2016), product origin (national, Dekhili and d’Hauteville, 2009; or local, Bernard and Liu, 2017; Bratanova et al, 2015; Merle et al, 2016; Resano et al, 2007), and animal welfare (Dransfield et al, 2005; Napolitano et al, 2007).…”

“…Some studies put this positive effect into perspective and highlight the moderating role of the product type. For example, an organic label improves the perceived taste of health products but not hedonic products (Lee et al, 2013) and that of products with a private label but not those of a national brand (Jongmans et al, 2019; Larceneux et al, 2012). Moreover, the organic label is ineffective when the production process does not influence taste, as is the case for bottled water (Sörqvist et al, 2015).…”

“…These labels have proven their ability to signal intrinsic characteristics of the product that cannot be observed before consumption, such as flavor, with the Saveur de l’année label, or that cannot be assessed directly by the consumer, such as production method, with the organic label. Marketing research has shown that the information conveyed by a label is consciously processed by the future consumer, who mobilizes it to evaluate the taste of the product (Bratanova et al, 2015; Jongmans et al, 2019; Larceneux et al, 2012; Merle et al, 2016). This research proposes that a label can also have an automatic impact, that is, be mobilized without consumers’ awareness (Ackermann and Mathieu, 2015).…”

Nutritional Sustainability Inside–Marketing Sustainability as an Inherent Ingredient

“…Therefore, one opportunity to measure nutritional sustainability is the consideration of the inherent ingredients as building blocks of food products (27, 28). Having environmental and nutritional aspects interlinked to separate block-ingredients can lead to ingredient branding strategy as the characteristics of the inherent ingredients will define the benefits of the product and can be marketed throughout the whole value chain (29, 30). Therefore, the aim of this mini-review is to identify the conditions of ingredient branding concept application to overcome challenges in communicating the complexity of nutritional sustainability along the agrifood chain and different stakeholders and thus promote sustainable transparency.…”