The Role of Food Labeling on Consumers’ Buying Decision: Georgian Case

Authors: Nugzar Todua

Abstract:

The paper studies the role of food labeling in order to promote healthy eating issue in Georgia. The main focus of the research is directed to consumer attitudes regarding food labeling. The methodology of the paper is based on the focus group work, as well as online and face to face surveys. The data analysis has been provided through ANOVA. The study proves that the impact of variables such as the interest, awareness, reliability, assurance and satisfaction of consumers' on buying decision, is statistically important. The study reveals that consumers’ perception regarding to food labeling is positive, but their level of knowledge and ability is rather low. It is urgent to strengthen marketing promotions strategies in the process of implementations of food security policy in Georgia.

Keywords: Food labeling, buying decision, Georgian consumers, marketing research.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1316488

References:

[1] J. E. Blair, “Social marketing: consumer focused health promotion,” AAOHN Journal, vol. 43, no. 10, pp. 527-531, 1995.
[2] R. J. Donovan, “The role for marketing in public health change programs,” Australian review of public affairs, vol. 10, no. 1, pp. 23-40, 2011.
[3] W. D. Evans, “How social marketing works in health care,” BMJ: British Medical Journal, vol. 332, no. 7551, p. 1207, 2006.
[4] G. Hastings, M. Stead, and J. Webb, “Fear appeals in social marketing: Strategic and ethical reasons for concern,” Psychology & Marketing, vol. 21, no. 11, pp. 961-986, 2004.
[5] J. French, and F. Apfel, “Social marketing guide for public health program managers and practitioners,” technical report, Stockholm: ECDC, 2014.
[6] K. Glanz, B. Rimer, and Th. Viswanath, “Health behavior and health education: theory, research and practice,” 4th ed., San Francisco: John Wiley & Sons, 2008.
[7] R. C. Lefebvre, “Social marketing and social change: Strategies and tools for improving health, well-being, and the environment,” San Francisco: John Wiley & Sons, 2013.
[8] M. L. Rothschild, “Carrots, sticks, and promises: A conceptual framework for the management of public health and social issue behaviors,” The Journal of Marketing, pp. 24-37, 1999.
[9] S. Hieke, and J. L. Harris, “Nutrition information and front-of-pack labeling: issues in effectiveness,” Public health nutrition, vol. 19, no. 12, p. 2103-2105, 2013.
[10] N. Lee, and P. Kotler, “Social marketing: influencing behavior for good,” 4th ed., Los Angeles: Sage, 2011.
[11] H. J. Rotfeld, “Health information consumers can't or don't want to use,” Journal of Consumer Affairs, vol. 43, no. 2, pp. 373-377, 2009.
[12] H. Wechsler, M. L. McKenna, S. M. Lee, and W. H. Dietz, “Role of schools in preventing childhood obesity,” The State Education Standard, vol. 5, no. 2, pp. 4-12, 2004.
[13] J. Naidoo, and J. Wills, “Foundations for Health Promotion,” 4th ed., Elsevier Health Sciences, 2016.
[14] S. A. Jacobs, H. de Beer, and M. Larney, “Adult consumers’ understanding and use of information on food labels: a study among consumers living in the Potchefstroom and Klerksdorp regions, South Africa,” Public health nutrition, vol. 14, no. 3, pp. 510-522, 2011.
[15] “National Nutrition Study in Georgia,” Tbilisi: OXFAM Georgia, 2016.
[16] J. Repila, “South Caucasus Food Security Learning Summary: How to support national influencing using a multi-stakeholder approach,” Tbilisi: OXFAM Georgia, 2017.
[17] A. R. Apil, E. Kaynak, and N. Todua, “Georgian consumers' evaluation of products sourced from a geographically close proximity country,” Journal of Euromarketing, vol. 17, no. 3-4, pp. 199-218, 2008.
[18] C. Jashi, and N. Todua, “Behavior change through social marketing (Georgian case),” In Abstract Book of World Social Marketing Conference, Toronto, 2013, pp. 95-97.
[19] N. Todua, P. Babilua, and T. Dochviri, “On the Multiple Linear Regression in Marketing Research,” Bulletin of the Georgian National Academy of Sciences, vol. 7, no. 3, pp. 135-139, 2013.
[20] N. Todua, and T. Dotchviri, “On the Marketing Research of consumer prices and inflation process,” British Journal of Marketing Studies, vol. 3, no. 2, pp. 48-57, 2015.
[21] N. Todua, T. Gogitidze, and B. Phutkaradze, “Georgian Farmers’ Attitudes Towards Genetically Modified Crops,” Economics World, vol. 5, no. 4, pp. 362-369, 2017.
[22] N. K. Malhotra, “Marketing research: An applied orientation,” 5th ed., Pearson Education India, 2008.