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Open AccessArticle

Organic Consumer Choices for Nutrient Labels on Dried Strawberries among Different Health Attitude Segments in Norway, Romania, and Turkey

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Department of Innovation, Sensory and Consumer Sciences, Nofima AS, NO-1431 Ås, Norway
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Department of Applied Economics and Marketing, School of Agriculture, Policy and Development, University of Reading, Reading RG6 6AR, UK
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GreenUPorto—Sustainable Agrifood Production Research Centre & LAQV-REQUIMTE/DGAOT, Faculty of Sciences, University of Porto, Edifício das Ciências Agrárias (FCV2), 4485-646 Vila do Conde, Portugal
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Sense Test, Lda., 4400-345 Vila Nova de Gaia, Portugal
*
Author to whom correspondence should be addressed.
Nutrients 2019, 11(12), 2951; https://doi.org/10.3390/nu11122951
Received: 12 November 2019 / Revised: 22 November 2019 / Accepted: 25 November 2019 / Published: 4 December 2019
(This article belongs to the Special Issue Nutrition, Choice and Health-Related Claims)
Consumer interest towards healthy food is driving the growth of the organic food market because consumers perceive organic food products to improve their personal health. Berries have well-known health benefits and show increasing market shares in European markets. This manuscript investigates for the first time how health attitudes relate to organic consumers’ choices for nutrient labels of organic dried strawberry products. We conducted an online survey with 614 consumers from Norway, Romania, and Turkey. All participants consumed and liked strawberries and purchased organic food at least once a month. Participants filled out attitudinal questionnaires and conducted an experimental choice task featuring paired images of packaged organic dried strawberries varying in nutrients content label and other factors. The pooled sample was split into three groups of varying health attitudes for profiling and choice analysis. The results show that broad variations exist in health attitudes among Norwegian, Romanian, and Turkish organic consumers. A non-linear effect of health attitude is revealed, where a moderate health attitude is more strongly associated with the selection of products with increased nutrients content than either a low or a high health attitude. The results highlight the complexity in targeting nutrition labels to organic consumers. Finally, implications and suggestions for organic food operators are discussed along with future research avenues. View Full-Text
Keywords: organic consumer choices; organic dried strawberries; nutrient labels; health attitudes; consumer heterogeneity; cross-cultural comparison organic consumer choices; organic dried strawberries; nutrient labels; health attitudes; consumer heterogeneity; cross-cultural comparison
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MDPI and ACS Style

Almli, V.L.; Asioli, D.; Rocha, C. Organic Consumer Choices for Nutrient Labels on Dried Strawberries among Different Health Attitude Segments in Norway, Romania, and Turkey. Nutrients 2019, 11, 2951.

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