Misleading Marketing Communication: Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour

This book explores the line between fair and misleading communication in food labeling through empirical research, discussing the potential of the ShopTrip test paradigm to simulate real-life e-shopping behavior and provide data for assessing misleadingness. It discusses theoretical explanations and implications for future regulative practices, including self-regulation.

Format: Hardback
Length: 164 pages
Publication date: 11 October 2022
Publisher: Springer International Publishing AG

This book delves into the intricate realm of food labeling, shedding light on the delicate balance between fair and potentially misleading communication. Through a comprehensive examination of the legal framework governing misleading commercial practices within the EU, the authors explore the possibility of translating these legal concepts into empirically measurable terms. Presented alongside four complementary experimental studies conducted on the Danish food market, the book showcases the potential of the ShopTrip test paradigm, a groundbreaking approach that replicates and records real-life e-shopping behavior, providing valuable insights into potential misleadingness. The findings are analyzed in the context of potential theoretical explanations and their implications for future regulatory practices, including self-regulation by companies.

The authors begin by critically examining the legal conception of misleading commercial practices as outlined in EU law. They question whether these practices can be accurately measured and whether there are viable methods to assess their potential impact on consumers. Recognizing the limitations of traditional legal approaches, the authors propose a novel framework that incorporates empirical measurements into the evaluation process.

The book's experimental studies focus on recurring grey-zone scenarios commonly encountered in the food market. These scenarios involve various marketing practices, such as product descriptions, pricing, and promotional campaigns, that may be subject to misinterpretation or deception. By employing the ShopTrip test paradigm, the authors capture and analyze the behavior of consumers as they navigate online shopping platforms, providing valuable insights into their decision-making processes and perceptions of misleadingness.

The results of these studies are discussed in the light of potential theoretical explanations and their implications for future regulatory practices. The authors propose a multifaceted approach that combines legal frameworks, empirical research, and consumer insights to enhance the transparency and accuracy of food labeling. They emphasize the importance of companies self-regulating their practices and adopting responsible communication strategies to ensure consumer trust and protect their rights.

Furthermore, the book raises important ethical considerations related to food labeling. It explores the potential impact of misleading practices on consumer health, welfare, and trust in the food industry. The authors advocate for a more consumer-centric approach that prioritizes clear and transparent communication, empowering consumers to make informed choices about the products they consume.

In conclusion, this book offers a valuable contribution to the field of food labeling by providing a comprehensive and interdisciplinary approach to the complex issue of misleading communication. Through its critical examination of legal frameworks, experimental studies, and theoretical explanations, it sheds light on the potential for empirical measurement and offers practical solutions for enhancing the transparency and accuracy of food labeling practices. By advocating for consumer-centric regulation and self-regulation, the book aims to promote a fair and responsible food market that protects the interests of consumers and contributes to a healthier and more informed society.

Weight: 371g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031112058
Edition number: 1st ed. 2022