Consumer-friendly Food Labels: Successful EU Project Conclusion for Saar University
A recent study conducted by the Institute for Consumer & Behavioural Research (IKV) of Saarland University revealed: Consumers strongly base their food buying behavior on the terminology used in the health claims of the products. The study was part of the EU research project CLYMBOL which was launched in 2012 with the aim of examining the role of health related claims and symbols in consumer behaviour. The IKV under the lead of university professor Andrea Gröppel-Klein was one of 14 European expert teams of nine different countries that contributed to the success of the project.
The findings, which were based on empirical studies examining the consumer behaviour at the point of sale, also revealed: Consumers stop paying attention to well-known pieces of information (“Vitamin C boosts your immune system”) while related pictures or symbols strengthen the effect of health claims on the consumer behaviour. More details on these and other findings of the project have been published on the project website or in the press release (in German).
CLYMBOL has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration. Besides Saarland University, the consortium included the Universities of Oxford, Wageningen, Aarhus, Surrey, Ghent and Copenhagen as well as non-academic project partners.