Research Group of Industrial Microbiology and Food Biotechnology (IMDO), Faculty of Sciences and Bioengineering Sciences, Vrije Universiteit Brussel, Brussels, Belgium.
Department of Business - Marketing and Consumer Behavior (BUSI/MARK), Faculty of Social Sciences and Solvay Business School, Vrije Universiteit Brussel, Pleinlaan 2, B-1050 Brussels, Belgium.
Meat Sci. 2021 Nov;181:108607. doi: 10.1016/j.meatsci.2021.108607. Epub 2021 Jun 15.
Food labelling is a tool to inform consumers about the specifications and characteristics of a product. Additionally, labels display information about traditionality and naturalness, of which the meaning is highly subjective. There is a paucity of research examining attributes both of tradition and naturalness. In this study, traditionality was assessed by a model that included temporal, geographical, know-how, and cultural components. Naturalness was evaluated based on bio/organic elements, 'free-from' claims, and natural ingredients. Therefore, a content analysis tool was developed to analyze and score labels of fermented meat products, which generated insights in the key label characteristics of tradition and naturalness. The degree of tradition and naturalness was the average of their subdimensions which were scored based on the displayed elements. A higher degree of tradition and naturalness was linked to higher prices. Fermented meat labels were found to be strongly embedded in 'authenticity', and less in naturalness, an element more attractive for private labels than for branded products.
食品标签是一种向消费者告知产品规格和特点的工具。此外，标签还显示了传统性和天然性的信息，而这些信息的含义是高度主观的。目前，关于传统性和天然性属性的研究还很少。在这项研究中，传统性是通过一个包括时间、地理、技术诀窍和文化因素的模型来评估的。天然性是基于生物/有机成分、“无添加”声明和天然成分来评估的。因此，开发了一种内容分析工具来分析和评分发酵肉制品的标签，这为传统性和天然性的关键标签特征提供了深入了解。传统性和天然性的程度是基于显示元素进行评分的子维度的平均值。较高的传统性和天然性与较高的价格相关。发酵肉标签被发现强烈地嵌入“真实性”，而较少嵌入天然性，对于自有品牌产品来说，天然性是一个比品牌产品更有吸引力的元素。
