Quality labelling and consumer responses in the Norwegian food sector

This is a three year cooperative KMB-project involving The Norwegian Agricultural Economic Research Institute (NILF). The Norwegian Food Centre (Matforsk), The Norwegian Institute of Fisheries and Aquaculture Research (Fiskeriforskning) and The National i nstitute for consumer research (SIFO). It involves several users: TINE, Matmerk, ICA, Coop and as Voss Kjøttindustri. Successful product and market development depends on clear communication of core product attributes and the acceptance of these by consu mers. Various kinds of quality labelling are of increasing importance. Prior research has shown that labelling strategies may provide considerable gains, though there are multiple challenges and potential problems. In order to investigate these issues, we will develop a theoretically based taxonomy in order to systematically compare different brands and labelling schemes. For this purpose we focus on a series of example-stories from the project users, related to health labelling and designation of origi n labelling. We will study consumer responses to a selection of Norwegian collective labels, and possibly brands. For this purpose we will combine four complementary approaches, a survey-based measurement of consumer attitudes, values and self-reported b ehaviour, case-studies of products designated for either health related labelling or quality/origin labelling, focus groups and acceptance studies, and finally, a more experimental approach, where purchasing intentions and willingness to pay represent the focus. We will study the expectations generated by brand name and collective label and assess the effects of knowledge about the brand/label on consumer preferences.