"Natural" labeling and consumers' sentimental pastoral notion. Issue 4 (18th August 2014)

• Record Type: Journal Article
• Authors: Amos, Clinton; Pentina, Iryna; Hawkins, Timothy G.; Davis, Natalie
• Is Part Of: Journal of product & brand management. Volume 23:Issue 4/5(2014)
• Page Start: 268
• Page End: 281
• Publication Date: 2014-08-18
• Subjects: Packaging -- Agro-food marketing -- Organic and alternative foods; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-03-2014-0516
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : Purpose: – This study aims to investigate the appeal of "natural" labeling and builds on past research which suggests that people may have a naïve pastoral view of nature and natural entities. "Natural" labeling is pervasive in supermarkets across the USA. Design/methodology/approach: – This paper employs a multi-method approach to examine consumer perceptions and beliefs about products labeled "natural". Qualitative responses are solicited to examine the images and feelings that come to mind when consumers see "natural" labeling on a food product. Two experiments are conducted to examine consumers' evaluations of "natural" labeling on both food and supplement products. Findings: – The results of three studies suggest that "natural" labeling evokes positive feelings and sentimental imagery associated with a pastoral view of nature. These perceptions reinforce beliefs that food and supplement products labeled "natural" possess positive instrumental benefits such as health advantages, lack of contamination and safety. Social implications: – Consumers are under pressure to make better choices regarding what they put into their bodies due to pervasive concern over the prevalence of obesity and diabetes. This study provides insight into why consumers perceive food and supplement products labeled "natural" as better alternatives. Originality/value: – This paper is one of the first studies to investigate the underlying perceptual forces accounting for the effectiveness of "natural" food and supplement labeling.