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Wahrnehmung und Nutzung von nährwert- und gesundheitsbezogenen Angaben auf Lebensmitteln durch ältere Verbraucher: eine verbraucherpolitische Herausforderung

Author

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  • Mareike Banka
  • Ingrid-Ute Leonhäuser

Abstract

Consumers are confronted with a wide range of labelling information on the food packages; nutrition and health claims (in short claims) are one of many labeling elements. Beyond the nutritional value, claims state that the product has a special additional benefit for consumer's health. Therefore, it is argued that claims have the potential to support a food decision making process. Claim-research in Germany is rare and the results are inconsistent. Furthermore, a research gap exists for single consumer groups, especially the elderly. Research concerning differences in perception, understanding and usage of claims haven't sufficiently been done. The essential research question was, whether consumers 60+ use claims as one part of the package information and to determine which role they play in the information process. Therefore, a methodintegrative study was developed. This article explains the topics and method as well as essential results of the study with regard to the necessity of a consumer policy oriented educational approach. Nährwert- und gesundheitsbezogene Angaben (NGA) sind eines von vielen Kennzeichnungselementen auf der Lebensmittelverpackung, mit denen sich Verbraucher konfrontiert sehen. NGA signalisieren ihnen neben dem reinen Nährwert eines Lebensmittels einen gesundheitlichen Zusatznutzen und können somit ihre Lebensmittelauswahl determinieren. Die Datenlage zum Konsumverhalten von Lebensmitteln mit NGA ist im deutschsprachigen Raum rar; einzelne Befunde sind inkonsistent. Es wird ein Forschungsbedarf deutlich, einzelne Verbrauchergruppen, vor allem ältere Verbraucher in ihrer Wahrnehmung, ihrem Verständnis und der Nutzung von NGA zu erfassen. Im Rahmen einer quantitativ-qualitativen Untersuchung wurde am Beispiel der Verbrauchergruppe 60+ der Frage nachgegangen, ob NGA bei ihren Informationsentscheidungen eine Rolle spielen. Dieser Beitrag stellt wesentliche Ergebnisse der Studie vor. Empfohlen wird verbraucherpolitischer Bildungsbedarf.

Suggested Citation

  • Mareike Banka & Ingrid-Ute Leonhäuser, 2012. "Wahrnehmung und Nutzung von nährwert- und gesundheitsbezogenen Angaben auf Lebensmitteln durch ältere Verbraucher: eine verbraucherpolitische Herausforderung," Vierteljahrshefte zur Wirtschaftsforschung / Quarterly Journal of Economic Research, DIW Berlin, German Institute for Economic Research, vol. 81(4), pages 199-212.
    • Handle: RePEc:diw:diwvjh:81-4-13
    DOI: 10.3790/vjh.81.4.199
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    References listed on IDEAS

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    1. Alexander Grasse, 2012. "Die Jagd auf den Zins oder: die Fiskalpolitik der Regierung Monti und ihre Folgen," Wirtschaftsdienst, Springer;ZBW - Leibniz Information Centre for Economics, vol. 92(11), pages 751-758, November.
    2. Barreiro-Hurlé, Jesús & Gracia, Azucena & de-Magistris, Tiziana, 2010. "Does nutrition information on food products lead to healthier food choices?," Food Policy, Elsevier, vol. 35(3), pages 221-229, June.
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    More about this item

    Keywords

    Nutrition and health claims; food labelling; information and food shopping behaviour; consumer 60+;
    All these keywords.

    JEL classification:

    • D3 - Microeconomics - - Distribution
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • I24 - Health, Education, and Welfare - - Education - - - Education and Inequality

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