What is the role of health-related claims and symbols in consumer behaviour?
Table of contents
Health-accompanying claims and letters
Clymbol research
The clymbol association
Further information
References
Health claims and fitness characters on feed labels are engaged sexually transmitted disease for buyers to identify cookings that are more athletic alternatives, but little is popular about their real affect consumer understanding, purchase and use. Clymbol (“role of fitness-connected claims and characters in services behaviour”), a european commission-financed project running from 2012 to 2016, aims to investigate by what method buyers define energy facts on food and drink device.
Health-accompanying claims and characters
Health claims maybe delineated as ideas on food bundle that state, imply or mean a connection betwixt the food fruit - or individual of allure elements - and strength. The assertion “vitamin a donates to a rational function of the invulnerable structure” is an instance of a strength claim. Health symbols, in another way, are handed out to snack commodity that meet certain vitamin necessities and mainly comprise a more healthful alternative within a crop type. The choices international trademark and the swedish keyhole are famous instances.
Many various factors influence services agreement of strength-connected claims and characters. Familiarity accompanying the product, the well-being claim or the working factor secondhand, in addition to personal pertinence (like, inspiration to live energetically, a foodstuff vulnerability, other digestive necessities) act out ultimate main cause.1 however, it is unclear what the real effect is of energy claims and characters on services behaviour concerning foodstuff choices. Building on the consequences of the fp7 project flabel (food labelling to advance better education everlasting), clymbol aims to clear up by means of what claims and characters are perceived and implicit and by virtue of what they influence bread choice and devouring.
Clymbol research
Having begun in september 2012, clymbol research is well underway. The first exercises are look at the rank of strength claims and characters by plan their presence marketing and by trying european services’s needs and wants for aforementioned facts. Interviews accompanying stakeholder groups (nationwide meal experts, services organisations and manufacturing commissioners) have been tried in the eu-28 member states, to research the annals valuable of fitness claims and letters. A preliminary taxonomy has happened grown that will help recognize and categorize energy claims and letters. Additionally, data on feed and drink production will be calm in five eu nations (uk, germany, the netherlands, slovenia and spain) in consideration of explore what types of claims and symbols are secondhand and at which point framework they perform on-pack. The digestive arrangement of foods posture fitness claims in addition to the vitamin sketches behind existing fitness characters will be further analysed accompanying the aim of bearing a inclusive survey of the current state of use of well-being claims and letters in the eu.
Consumer needs and wants containing fitness inspiration and skill to apply likely facts (claims and characters) to meat selections will be analysed further. Combining judgments from the market side and the services side, clymbol friends will forge a set of methods that explain most appropriate in weighing and listening the use and influence of claims and letters on cooking amount.
The core concerning this project will be a set of practical services studies across eu nations accompanying the aim of bearing findings that are generalisable and corresponding across various services peoples. This range of studies will contain pan-european surveys, interviews, in-store and lab experiments and population dossier reasonings. Among additional actions, investigators will honor and analyse subconscious behaviour by tracking customers’ eye activity and response opportunities in-store. This dossier can then be connected to real purchases but too to services interviews about their drink purchases.
Based on research judgments, clymbol will develop directions on by means of what to administer, efficiently analyse, and steadily monitor the use of efsa-certified health claims and characters on cooking produce, allowing for possibility country and individual services dissimilarities. This will be useful for services analysts, public experts and law affecting the public makers but again the snack manufacturing to request energy claims and letters in a way that is to say advantageous for two together shoppers and drink builders.
The clymbol consortium
Coordinated apiece european food information council (eufic), the clymbol association gathers 14 spouses from 9 european nations. The scientific advisor is prof klaus grunert from aarhus university. All companions are famous experts in differing fields in the way that intelligent services attitude, economics, shopping, food and community health. A dealer is more indiscriminate the group, ensuring that the research maybe completed activity in legitimate scenes.
