This study investigates consumer response to food labels in an emerging market. More specifically, it measures the levels of awareness, objective and perceived understanding, perceived usefulness and perceived trustworthiness of the most prominent food labels found in the Romanian market. An...

This paper examines the role of quality assurance labels as drivers of customer loyalty in the case of traditional food products. More specifically, it investigates whether quality assurance labels, such as the Designation of origin labels (DOLs), perform as better drivers of loyalty in...

Given the heterogeneity of European consumers, it is not surprising that they have different perceptions and expectations regarding and understanding the concept of ‘traceability’. Consumers may also perceive traceability differently for different product types. The present study is based...

This paper investigates the effectiveness of a new traceability label on consumer willingness to buy the labelled product and whether the effect is mediated by moral affective evaluations of the product. A between subjects factorial design was used to test (a) the effect of a new traceability...