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Food labelling as Choice Architecture: An examination of the influence of food labels in the consumer decision-making process of healthy products among young consumers

Figueiredo, Larissa Chaves (2021) Food labelling as Choice Architecture: An examination of the influence of food labels in the consumer decision-making process of healthy products among young consumers. Masters thesis, Dublin, National College of Ireland.

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Abstract

The World Health Organization (WHO) reported a worldwide increase in obesity and non-communicable diseases caused mainly by unhealthy eating habits. The wide range of industrialized products rich in sugar, salt, and fat (especially hydrogenated) advertised by the food industry have significantly contributed to this scenario. As explained by studies, the use of choice architecture strategies has influenced consumers’ food choices over the years, impacting on their health and well-being. As a result, one of the nutrition and health measures found to change this scenario was the implementation of easy-to-understand food labels. However, several authors have analysed the effect that food labelling has on people’s choices and the conclusion is that most of consumers do not know how to interpret labels. Consequently, the guideline proposed by the WHO has not been effective.

Furthermore, the researcher identified two relevant gaps in the literature. One refers to the lack of studies that analyse ingredients list and nutrition facts as a criteria to people’s food choices. The other gap is the existence of little research on how choice architecture strategies could help consumers to make healthier choices.

Therefore, the author of the present study decided to investigate in more depth individuals’ perceptions and understanding of food labelling through a qualitative study. The mono-method research strategy had semi structured focus groups to collect the primary data using an inductive research approach. The research methodology chosen allowed the author to develop a thorough study, to explore valuable concepts in marketing and nutrition fields, and to fill the gaps mentioned previously.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Entrepreneurship
Depositing User: Clara Chan
Date Deposited: 08 Feb 2022 16:56
Last Modified: 08 Feb 2022 16:56
URI: https://norma.ncirl.ie/id/eprint/5398

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