Food labels can help consumers make choices by providing information regarding the nutritional content, food safety, and environmental footprint of a product. As the number of food labels in the marketplace increases, and so does the information overload, food retailers are continuously challenged to assess consumers' choices for labels. In addition, consumer heterogeneity and changing regulations and demands have yielded inconsistent findings on consumers' preferences for food labels.
This study used a three-step approach to identify the market segments of fresh vegetables (FVs) consumers based on their preferences for a comprehensive list of labels conveying food safety, nutritional benefits, and pro-environmental attributes
Consumers are exposed to a wealth of product information at the marketplace, which can influence their preferences and, ultimately, their behavior. Among all sources of information, food labels help consumers make choices by providing information regarding the nutritional content, food safety, and environmental footprint of a product.
Historically, government-regulated labels, such as USDA Organic, have guided consumers' decision-making; yet the food label landscape has become more complex and diverse, with an extensive number of labels created by farmers, processors, and retailers conveying information about the handling, time for consumption, storage, and preparation of fresh vegetables (FVs).
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