Consumers' categorization of food ingredients: Do consumers perceive them as 'clean label' producers expect? An exploration with projective mapping

被引:157
作者
Aschemann-Witzel, Jessica [1 ]
Varela, Paula [2 ]
Peschel, Anne Odile [1 ]
机构
[1] Aarhus Univ, MAPP Ctr, Fuglesangsalle 4, DK-8210 Aarhus V, Denmark
[2] Nofima AS, Osloveien 1, N-1433 As, Norway
关键词
Projective mapping; Potato protein; Clean label; Consumer perception; Framing; SUSTAINABILITY PERCEPTIONS; EUROPEAN CONSUMERS; ORGANIC FOOD; ADDITIVES; CHOICE; HEALTH; INFORMATION; ACCEPTANCE; NUTRITION; KNOWLEDGE;
D O I
10.1016/j.foodqual.2018.06.003
中图分类号
TS2 [食品工业];
学科分类号
0832 ;
摘要
Consumers are said to increasingly assess processed food in terms of whether or not they perceive it to be 'clean label' food. This term refers to what is seen as little processed and 'natural' or 'free from' negatively associated ingredients. However, it is difficult for food producers to predict how the product ingredients will be perceived, and how they should position new products. The present study aimed at exploring how consumers perceive and categorize food ingredients, and testing this under different communication frames. These frames are positioning the product in relation to different consumer choice motives. Potato protein as a replacement for negatively associated ingredients was used a case study. Ninety consumers participated in a projective mapping task in Denmark that consisted of placing and characterising ingredients on a bi-dimensional surface. In a between subjects design, three groups of consumers had to map the ingredients of four products (dairy-free ice cream, vegetarian candy, plant-based sausage, and a protein drink). In each group products were presented as either sustainable, healthy, or plant-based. The results showed that consumers categorized ingredients in terms of firstly and secondly, objective type of ingredient or its function, and thirdly, subjective individual assessment of its value. Communicational framing had little impact, but ingredient-level differences emerged from the comparison of the frames. Despite product-related differences, a similar pattern emerged for the different food categories. Findings confirm that consumers perceive ingredients according to a 'known-natural-good' vs. the opposite category. Implications for food industry are discussed.
引用
收藏
页码:117 / 128
页数:12
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