This paper proposes a framework of discourses regarding consumers’ healthy eating as a useful conceptual scheme for market segmentation purposes. The objectives are: (a) to identify the appropriate number of health-related segments based on the underlying discursive subject positions of the...

During the last decade a strong consumer interest has emerged for food products with health protecting or enhancing properties. In this connection, health claims are used as communication tools conveying the health message of a product and further constituting the means of a brand's...

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...

The soaring rates of dietary-related diseases have increased the need for interventions in consumers’ healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both...

This study focuses on the coverage of food hazards by the Greek mass media. During the study period of three years, 311 articles from two daily and one Sunday newspaper were identified and analysed. The most important results drawn from the analyses are the following: (a) genetically modified...

Although low calorie content is perceived as an important choice driver for light food and drink products, in the case of low-alcohol beverages the low alcohol content is equally important. Thus, low-alcohol beverages can be considered either as healthier alternatives, or as substitutes to...

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...