We describe the way consumers perceive quality in food products by the Total Food Quality Model and provide examples of the uncertainty consumers experience in forming expectations about quality which are good predictors of the quality subsequently experienced. Labelling is a device by which quality uncertainty of consumers can be reduced. We present results from a Danish study showing that consumers indeed attach value to labels, allthough the effect is segment-specific and depends on the awareness of the labell. We also show an example the misperception of what a label stands for can have consequences unwanted by producers. Finally, we present a general framwork for analysing labelling effects.
Revue Francaise Du Marketing, 2001, Vol 183/184, Issue 3-4, p. 181-196