Communicating the Benefits of Wholegrain and Functional Grain Products to European Consumers

Trends in Food Science & Technology, Vol. 25, pp. 63-69, 2012

Posted: 10 Aug 2012

See all articles by Richard Shepherd

Richard Shepherd

University of Surrey

Moira Dean

affiliation not provided to SSRN

Piritta Lampila

affiliation not provided to SSRN

Anne Arvola

VTT Technical Research Centre of Finland

Anna Saba Reis

affiliation not provided to SSRN

Marco Vassallo

affiliation not provided to SSRN

Erika Claupein

affiliation not provided to SSRN

Markus Winkelmann

affiliation not provided to SSRN

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics

Date Written: 2012

Abstract

In order to increase the consumption of wholegrain products or grain products with functional properties, it is important to understand consumer beliefs about such products and the impact of health claims. In a series of consumer studies several differences were found between countries. While consumers in Finland, Italy and the UK saw wholegrain products as having positive attributes, those in Finland had more negative beliefs about refined grain products. Health claims and wholegrain labels increased perceived healthiness but had a less positive impact on likelihood of buying, and in Italy both health claims and wholegrain labels even decreased the likelihood of buying.

Suggested Citation

Shepherd, Richard and Dean, Moira and Lampila, Piritta and Arvola, Anne and Reis, Anna Saba and Vassallo, Marco and Claupein, Erika and Winkelmann, Markus and Lähteenmäki, Liisa, Communicating the Benefits of Wholegrain and Functional Grain Products to European Consumers (2012). Trends in Food Science & Technology, Vol. 25, pp. 63-69, 2012. Available at SSRN: https://ssrn.com/abstract=2127126

Richard Shepherd (Contact Author)

University of Surrey ( email )

Guildford
Guildford, Surrey GU2 5XH
United Kingdom

Moira Dean

affiliation not provided to SSRN ( email )

No Address Available

Piritta Lampila

affiliation not provided to SSRN ( email )

Anne Arvola

VTT Technical Research Centre of Finland ( email )

FIN-02044 VTT
Finland

Anna Saba Reis

affiliation not provided to SSRN ( email )

Marco Vassallo

affiliation not provided to SSRN ( email )

Erika Claupein

affiliation not provided to SSRN ( email )

Markus Winkelmann

affiliation not provided to SSRN ( email )

Liisa Lähteenmäki

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
DK-8210 Aarhus
Denmark

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
347
PlumX Metrics