Consumer demand for informative labeling of quality food and drink products: a European Union case study

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Abstract
Purpose – The purpose of this work is to examine the range of information consumers seek on labels of quality products and construct an indicative check-list of various types of informational labeling as well as to examine whether quality of information demanded segregates the market-creating segments to be targeted by firms. Design/methodology/approach – An extensive interdisciplinary literature review based on findings in marketing, economics, geography and sociology reveals the often neglected range of factors forcing consumers to place importance on regionally denominated food and drink. The European Union (EU) has responded to growing consumer trends towards regional and traditional food and established special schemes regulating the production of such food and drink. A survey of 640 consumers of quality wine carried out within the framework of an EU-funded program provides the empirical material of this work. Findings – The study records the range of informational labeling sought by consumers as well as critical factors influencing their consuming behavior. Informational labeling linking product to place ranks top among a wide set of information sought on labels. A Poisson count data model reveals that consumers’ willingness to acquire information from labels is influenced by various socio-economic characteristics and, in general, high demand for information is associated with higher expenditures for wine. Originality/value – Informational labeling is a significant step for place revalorization and cultural relocalization and provides significant prospects to enterprises marketing local culture. Research should be extended to the examination of other products and the comparative assessment of the findings.

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