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Responsible Marketing in the Traffic Light Labeling of Food Products in Ecuador: Perceptions of Cuenca Consumers

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  • Otilia Vanessa Cordero-Ahiman

    (Grupo de Investigación en Economía Regional (GIER), Facultad de Ciencias Económicas y Administrativas, Universidad de Cuenca, Cuenca 010107, Ecuador)

  • Jorge Leonardo Vanegas

    (Facultad de Ingeniería, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador)

  • Cecilia Alexandra Fernández-Lucero

    (Grupo de Investigación en Economía Regional (GIER), Facultad de Ciencias Económicas y Administrativas, Universidad de Cuenca, Cuenca 010107, Ecuador)

  • Daniela Fernanda Torres-Torres

    (Grupo de Investigación en Economía Regional (GIER), Facultad de Ciencias Económicas y Administrativas, Universidad de Cuenca, Cuenca 010107, Ecuador)

  • Víctor Dante Ayaviri-Nina

    (Facultad de Ciencias Políticas y Administrativas, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador)

  • Gabith Miriam Quispe-Fernández

    (Facultad de Ciencias Políticas y Administrativas, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador)

Abstract

Responsible marketing (RM) helps companies make products that improve people’s lives and is in line with public policies that provide a positive impact on society; an example of this is traffic light nutritional labelling (TLNL). Ecuador was a pioneer in Latin America in the mandatory implementation of TLNL. For this reason, this research aimed to analyze RM in the TLNL of food products from the perception of consumers in the urban area of Cuenca, Ecuador. Specifically, the research aimed to answer: What is the degree of consumer understanding of TLNL in the urban area of Cuenca, Ecuador? A cross-sectional investigation was undertaken, with 384 surveys conducted. A chi-square test (χ 2 ) was performed, which showed the relationship between variables reflecting RM knowledge and the understanding and use of TLNL. An ordinal logit model (OLM) was applied, showing that the variables of education, knowledge of labeling, and knowledge of marketing were associated with a greater probability of having some level of understanding of TLNL. Finally, a binomial logit model (BLM) revealed that the variables of income level, knowledge of TLNL, illnesses, confidence in TLNL, the influence of COVID-19 on eating habits, and knowledge of marketing were associated with people being more likely to use TLNL. RM is present in the TLNL through the clear and understandable dissemination of information.

Suggested Citation

  • Otilia Vanessa Cordero-Ahiman & Jorge Leonardo Vanegas & Cecilia Alexandra Fernández-Lucero & Daniela Fernanda Torres-Torres & Víctor Dante Ayaviri-Nina & Gabith Miriam Quispe-Fernández, 2022. "Responsible Marketing in the Traffic Light Labeling of Food Products in Ecuador: Perceptions of Cuenca Consumers," Sustainability, MDPI, vol. 14(6), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3247-:d:768119
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    References listed on IDEAS

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    1. Cristian Adasme-Berríos & Rodrigo Valdes & Lisandro Roco & David Gómez & Emilia Carvajal & Camila Herrera & Joaquín Espinoza & Karla Rivera, 2022. "Segmentation of Consumer Preferences for Vegetables Produced in Areas Depressed by Drought," Sustainability, MDPI, vol. 14(10), pages 1-13, May.

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