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oa Ik kies bewust voor misleiding?
Over logo’s op voedselproducten en de invloed op scepticisme en aankoopintentie
- Amsterdam University Press
- Source: Tijdschrift voor Communicatiewetenschap, Volume 42, Issue 2, jun. 2014,
Samenvatting
I make conscious misleading choices? On logos on food products and the influence on skepticism and buying intention
In this paper we studied a well known label used on food products in Dutch groceries. This label, introduced by the food industry, is tested whether it influences purchase intention, and whether respondents would pay more, when a product has that particular label. We also asked respondents what the origin of the label was and revealed afterwards the real origin. Results show that respondents who were unfamiliar with the origin of the label became more skeptical about the label and had lower purchase intentions than before. We discuss implications of this, and advice the controlling board of the label to be more transparent and open in their communications with the general public.