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Nutritional Labelling Information: Utilisation of New Technologies

Lowe, Ben, Souza Monteiro, Diogo M, Fraser, Iain M (2013) Nutritional Labelling Information: Utilisation of New Technologies. Journal of Marketing Management, 29 (11-12). pp. 1337-1366. ISSN 0267-257X. (doi:10.1080/0267257X.2013.798673)

Abstract

The increase in food-related diseases in society has led to a variety of public policy and private sector initiatives, such as the use of nutritional labels. Although nutritional labels have been shown to be broadly effective in terms of informing food choice, their influence is moderated by a variety of factors, such as how information is conveyed and processed by consumers. Recent advances in technology might overcome these limitations. Using a choice experiment, this paper examines consumer preferences for alternative technological devices that may aid consumer processing of nutritional information on food packaging. The results show which attributes of the technology consumers prefer, and identifies three distinct segments of consumers (‘information hungry innovators’, ‘active label readers’, and ‘onlookers’), and differences between them in relation to their preferences, demographics, and psychographic characteristics. The identification of segments is a novel aspect of this research, and highlights the importance of finding more customised solutions to the communication of nutritional information – an issue to which technology can contribute.

Item Type: Article
DOI/Identification number: 10.1080/0267257X.2013.798673
Uncontrolled keywords: nutritional information, technology, segments, labelling
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ben Lowe
Date Deposited: 24 Feb 2014 16:39 UTC
Last Modified: 01 Aug 2019 10:36 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/38456 (The current URI for this page, for reference purposes)
Fraser, Iain M: https://orcid.org/0000-0002-4689-6020
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