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제품 라벨의 첨가물 표기 정보에 대한 소비자의 지각 연구: 첨가물 비중과 수에 대한 정보처리를 중심으로

How Consumers Perceive and Process Additive-Related Claim Information on Packaging Labels

임미자|송미령
한국소비자학회 (Korean Society Of Consumer Studies)|2015.12|소비자학연구 (Journal of Consumer Studies)|제26권 제6호|pp. 47-76

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wellness웰빙소비자 지각consumer perception패키지 라벨소비자 정보처리건강강조표시consumer information processing무첨가 마케팅packaging labelnutrition & health claimadditive-free
주제분류경제학

초록

웰빙과 건강에 대한 관심이 증가하면서 소비자들은 제품 선택 시 패키지 라벨의 영양 및 건강 정보를 보고 구입하기 시작했다. 본 연구는 첨가물 표기 정보가 소비자의 지각에 미치는 영향을 다룬다. 먼저 특정 첨가물을 포함하지 않았다고 패키지 전면에 표기하는 무첨가 표기 제품에 대해 소비자들이 어떻게 지각하는지를 조사한다. 또 무첨가 마크와 함께 패키지 후면의 다른 첨가물 정보를 보았을 때 소비자의 반응은 앞면의 무첨가 마크만을 보았을 때와 비교해서 어떻게 달라지는지를 조사하였다. 또한 소비자들이 패키지에 제시되지 않는 첨가물 비중 정보를 어떻게 추론하는 지, 그리고 첨가물 개수와 첨가물 비중에서 어떤 정보를 소비자들이 더 중요하다고 생각하며, 더 영향을 받는 지 등을 조사하였다. 4개의 실험 결과는 매우 흥미로웠다. 소비자들은 무첨가 표기에 긍정적으로 반응하고 있었다. 이러한 긍정 지각 효과는 패키지 후면의 상세 정보를 보게 되는 경우 감소하고 있었다. 소비자들은 원재료 비중 정보에서 첨가물 비중 정보를 추론하고 있었다. 그리고 명시적으로는 첨가물 비중이 첨가물 개수보다 더 중요하다고 응답하고 있으나, 무의식적으로는 첨가물 개수에 더 많은 영향을 받고 있는 것으로 나타났다. 소비자의 첨가물에 대한 높은 관심과 기업의 첨가물 표기 관련 마케팅의 증가에도 불구하고 아직까지 이에 대한 연구는 이루어지지 않았다. 본 연구는 패키지 라벨 표기와 관련된 선행 연구의 폭을 확장시켰다는 이론적인 공헌은 물론 기업과 소비자, 정책 입안자에게 많은 관리적 시사점을 제공할 것이다.

Abstract

With growing consumer interest in wellness and health, nutrition and health claim information on product packaging labels is becoming one of the most important elements influencing consumers’ purchase decisions. Consumers feel great anxiety about additives in food products and consumer-packaged goods. As a response to such consumer concerns, many companies have been gradually increasing additive-free marketing and expanding its use on new product categories. This study investigates the effect of the additive-related claim information on consumer perception. The paper examines how consumers respond to the additive-free claim on the front package, which declares the exclusion of specific additives in a product. This study also evaluates how consumer’s response differs when consumers are provided with both front and back package labeling that includes information on the rest of the additives included in the product. Furthermore, we determine how consumers process additive–related information, such as the weight and the number of additives, and which of the two has greater influence on consumers. We investigated how consumers infer the weight of additives when it is not specified in the package. Four experiments were conducted for our study. Participants demonstrated more positive response to the additive-free condition compared to the controlled condition. In addition, the findings show that this positive response is reduced when subjects are provided with both front and back package labels. Moreover, the results indicate that consumers infer the weightage of additives from the weightage of raw materials listed in the package. Additionally, the study demonstrates that individuals are more influenced by the number of additives specified unconsciously. Interestingly, however, participants answered that the weight is more important in explicit responses. The results of this paper provide many meaningful implications to consumer perception of the additive-free claim, as well as theoretical implications by expanding prior literature pertaining to package label marketing.

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