Consumer preference for nutrition and health claims : a multi-methodological approach

Klopčič, Marija (author), Slokan, Polona (author), Erjavec, Karmen (author)

To understand consumers’ acceptance and preference in relation to Nutrition and Health Claims (NHCs) on food products and the reasons for their (non)acceptance in an Eastern European country with a weak tradition in NHC, and an enormous increase in the number of foods with NHCs in recent years, this study aimed to fill a research gap by applying a multi-methodological approach combining a survey and conjoint analysis (n = 204) and a focus group (n = 45). The survey demonstrated that Slovenian consumers in general are moderately doubtful of NHCs. Conjoint analysis showed that when Slovenians choose their breakfast cereals, NHCs are more important than whether visual images are present. Visual images convince only the youngest consumers. The study revealed the importance of social perception and trust in the social system for accepting foods with NHCs/ images. Consumers who did not trust the political and economic system also did not accept foods with NHCs/ images.

• Language: English
• Keywords: nutrition claims, health claims, focus group, conjoint analysis, trust, preference
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: BF - Biotechnical Faculty
• Publication status: Published
• Publication version: Version of Record
• Year: 2020
• Number of pages: 10 str.
• Numbering: Vol. 82, art. 103863
• PID: 20.500.12556/RUL-137725
• UDC: 641
• ISSN on article: 0950-3293
• DOI: 10.1016/j.foodqual.2019.103863
• COBISS.SI-ID: 4343176
• Publication date in RUL: 29.06.2022

KLOPČIČ, Marija, SLOKAN, Polona and ERJAVEC, Karmen, 2020, Consumer preference for nutrition and health claims : a multi-methodological approach. Food quality and preference [online]. 2020. Vol. 82, no. 103863. [Accessed 14 June 2025]. DOI 10.1016/j.foodqual.2019.103863. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=137725

Record is a part of a journal

• Title: Food quality and preference
• Shortened title: Food qual. prefer.
• Publisher: Elsevier
• ISSN: 0950-3293
• COBISS.SI-ID: 27398144

Licences

• License: CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
• Link: http://creativecommons.org/licenses/by-nc-nd/4.0/
• Description: The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.

Secondary language

• Language: Slovenian
• Keywords: živilstvo, živila, prehranske trditve, zdravstvene trditve, potrošniki, Slovenija

Projects

• Funder: EC - European Commission
• Funding programme: FP7
• Project number: 311963
• Name: Role of health-related claims and symbols in consumer behaviour
• Acronym: CLYMBOL