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Nutrition and Health Claims in Marketing: a consumer perspective
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The increasing costs in public health due to poor nutrition habits have lead governments and media to react in favor of a healthy trend. This has been a starter point for food manufacturers to include health-related arguments into their communication strategies, also known as nutrition and health claims. Therefore, specific foodstuffs and drinks have emerged since 2003 in the international food industry, giving birth to a growing and lucrative market: the market of functional foods. However, using such claims is not without consequences for the consumer. Among them, confusion and skepticism are investigated, measuring their impact on consumer’s sentiment toward marketing. A study using snowball-sampling was conducted, reaching 119 respondents. Even though confusion (63%) and skepticism (47%) are represented, they do not impact the consumer sentiment of marketing. Rather, it supports the idea that consumers associate marketing with the way businesses work, finding this to be a normal situation. Results highlight the necessity for greater communication of nutrition and health claims.

Place, publisher, year, edition, pages
2017. , 50 p.
Keyword [en]
Functional Foods, Nutrition and Health Claims, Healthy Trend, Health-Conscious Consumers, Confusion, Skepticism, Sentiment toward Marketing.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-31096OAI: oai:DiVA.org:miun-31096DiVA: diva2:1117973
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Available from: 2017-06-29 Created: 2017-06-29 Last updated: 2017-06-29Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf