Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X    OAI    DOI: 10.18276/miz.2018.52-01
CC BY-SA   Open Access 

Issue archive / nr 2 (52) 2018
Selected predictors of the evaluation of credibility of information on food packaging among processors and distributors

Authors: Paweł Bryła
Uniwersytet Łódzki, Wydział Studiów Międzynarodowych i Politologicznych
Keywords: health-related information food labelling health claims nutritional claims food marketing
Year of publication:2018
Page range:9 (7-15)
Klasyfikacja JEL: Q13 M31 D83 L66 L81
Cited-by (Crossref) ?:

Abstract

The article aims to examine the issue of credibility of information placed on food packaging from the perspective of food processors and distributors in Poland. With the use of the CAWI methodology, 78 completed questionnaires were obtained. We used correlations, t-statistics, ANOVAs and simple and multiple regressions. In a multiple regression model, a series of predictors of the credibility were tested. We arrived at a model with 5 statistically significant independent variables. They include: 1) a conviction that the quantity of nutritional claims is appropriate; 2) the understandability of information on the packaging; 3) the share of products with health claims in the offer of the companies under study; 4) self-reported healthiness of one’s nutrition and 5) the tenure of respondents in the examined companies. The perceived credibility increases with an increase in variables 1, 2, and 4 and falls with an increase in variables 3 and 5.
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