Wie informieren sich Verbraucherinnen und Verbraucher am Point of Sale? Eine Untersuchung zur Wahrnehmung von Kommunikationsmaßnahmen und Labels

Translated title of the contribution: How do consumers inform themselves at the point of sale? A study on the perception of communication activities and labels

Nadine R. Gier-Reinartz, Regina Harms, Peter Kenning, Christina Neubig, Malte Oehlmann, Jutta Roosen

Research output: Contribution to journalArticlepeer-review

Abstract

Information on livestock farming at the point of sale can influence consumer decisions, their consumption habits and communication behavior. Consequently, in order to design information for consumers effectively and efficiently, it is essential to identify relevant communication activities that influence consumer decisions. Based on this background, this article shows (a) which information at the point of sale is (or is not) used by consumers and considered (un)important, (b) how the demand on information for consumers has evolved, (c) which media are used as a potential source of information at the point of sale, and (d) the labels used for products from livestock farming that are familiar and trustworthy to consumers. The results show that at the point of sale, consumers use information on prices and best before dates as well as on livestock farming conditions through the packaging and labels as information carrier. There were differences in the recognition of current product labels used for agricultural livestock farming, and none of the evaluated labels showed an advantage in being more trustworthy to consumers who know the labels. However, there is a growing demand for information on livestock farming conditions (e.g., regarding health indicators). However, this does not seem to be covered by current communication activities at the point of sale. Existing gaps can be filled by increasing information on livestock farming conditions on existing communication activities, like the German label “Haltungsform” on the packaging.

Translated title of the contributionHow do consumers inform themselves at the point of sale? A study on the perception of communication activities and labels
Original languageGerman
Pages (from-to)57-67
Number of pages11
JournalJournal fur Verbraucherschutz und Lebensmittelsicherheit
Volume19
Issue numberSuppl 1
DOIs
StatePublished - May 2024

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