1. Assessing levels of traditionality and naturalness depicted on labels of fermented meat products in the retail
- Author
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Wim Geeraerts, David Van Der Veken, Malaika Brengman, Thomas Vervaet, Wouter Ryckbosch, Frédéric Leroy, Christina Charmpi, Emiel Niels Van Reckem, Faculty of Sciences and Bioengineering Sciences, Faculty of Economic and Social Sciences and Solvay Business School, Brussels Centre for Urban Studies, Brussels Platform for Digital Humanities, History of Social Change, Historical Research into urban transformation processes, Social-cultural food-research, Department of Bio-engineering Sciences, Industrial Microbiology, and Business
- Subjects
content analysis ,media_common.quotation_subject ,Culture ,tradition ,0404 agricultural biotechnology ,Naturalness ,Belgium ,fermented meat ,Food label ,Food Labeling ,Animals ,Quality (business) ,Meaning (existential) ,Product (category theory) ,media_common ,Marketing ,Biological Products ,0402 animal and dairy science ,Advertising ,04 agricultural and veterinary sciences ,040401 food science ,040201 dairy & animal science ,Meat Products ,Content analysis ,Food labelling ,Fermented Foods ,food science ,Psychology - Abstract
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.
- Published
- 2021