Consumer Response to Food Labels in an Emerging Market: The Case of Romania

International Journal of Consumer Studies, vol. 38, no. 2, pp. 166–174, 2014

Posted: 22 Apr 2015

See all articles by Alexandra Festila

Alexandra Festila

Aarhus University - School of Business and Social Sciences

Polymeros Chrysochou

Aarhus University - Department of Business Administration

Krystallis Athanasios

Independent

Date Written: 2014

Abstract

This study investigates consumer response to food labels in an emerging market. More specifically, it measures the levels of awareness, objective and perceived understanding, perceived usefulness and perceived trustworthiness of the most prominent food labels found in the Romanian market. An online survey was conducted with a convenience sample of 428 respondents (45.6% males of an average age of 30.6 years). Results revealed that for most respondents, awareness levels towards food labels are generally low, except for the Guideline Daily Amount (GDA) and the organic food labels. Objective understanding towards food labels was relatively high, especially towards those food labels that included a clear text element. Perceived understanding, perceived usefulness and perceived trustworthiness were found to be consistently high with regard to the GDA and the national organic food labels, while the European organic label scored lower. Finally, response to food labels was found to differ between aware and unaware respondents.

Suggested Citation

Festila, Alexandra and Chrysochou, Polymeros and Athanasios, Krystallis, Consumer Response to Food Labels in an Emerging Market: The Case of Romania (2014). International Journal of Consumer Studies, vol. 38, no. 2, pp. 166–174, 2014, Available at SSRN: https://ssrn.com/abstract=2594705

Alexandra Festila (Contact Author)

Aarhus University - School of Business and Social Sciences ( email )

Bartholins Allé 10
Aarhus, 8000
Denmark

Polymeros Chrysochou

Aarhus University - Department of Business Administration ( email )

Bartholins Allé 10
bygn. 1323 - 321
Aarhus, 8000
Denmark

Krystallis Athanasios

Independent ( email )

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