Exploring the need for extended research: an investigation of consumer attitudes to product labeling
Abstract
Explores the importance of effective labeling in marketing concerning the abilities and motivations of consumers to understand and make decisions by using the information made available to them on the labels of the products which they purchase. Reports on focus group studies where the respondents’ attitudes and evaluations suggested that, as consumers, they have difficulty in processing information on labels due to the complexity of phraseology, the coding of chemical constituents, the lack of standardization in the presentation of contents and misleading claims about products.
Keywords
Citation
Tiu Wright, L. (1997), "Exploring the need for extended research: an investigation of consumer attitudes to product labeling", Journal of Product & Brand Management, Vol. 6 No. 6, pp. 417-427. https://doi.org/10.1108/10610429710190469
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited