Changing food scares consumer behavior?

A rheingold study on the perception and classification of the scandals by the consumer. Exclusively created for BVE and HDE for Entrepreneurs Day Food

Food scandals can influence the purchasing behavior of consumers, although showing many consumers still unimpressed. This is a result of the current rheingold study commissioned by the food trade and food industry.

In consumer interviews with the Rheingold Institute almost half of consumers confirmed their confidence in food. Nothing the defiance stated about 60 percent of respondents to change their buying habits due to food scandals mostly temporary. Also driven by the incident reporting in foods most of the consumers surveyed expect an increase in such incidents.

However, consumers only rarely differentiate: It is often difficult for individuals to differentiate between “malfunctions” and threats in other fields. Food scandals are often discussed, for example, in the context of bird or swine flu and even the financial and banking crisis.

The qualitative study – how does the consumer tick?

The qualitative study shows that consumers are willing to support regulations and "norms" that promise to limit the supposed "malfunctions".

In addition, a fundamentally positive attitude towards articles by the media that "uncover abuses in food" is usually taken - even if many respondents assume that the media tend to broadcast.

Against this background, some of the interviewees develop more or less ascetic, anti-pleasure traits when dealing with food (reduced meat consumption, critical attitude towards fats, sugar content, etc.).

According to the findings of the study, these opinions will have a stronger influence on public opinion in the future.

The psychological background for this trend lies in the perception of many respondents that social interaction has gotten out of joint in recent years. It encouraged behaviors such as greed, irresponsibility, gluttony. Restraint and asceticism appear virtuous and exemplary to many even if they don't do it themselves.

Paradoxically, this movement towards more virtue needs scandals to confirm its own relevance. A basic disposition and tendency to believe in scandals that need to be “uncovered” therefore arises.

Derivations and Recommendations

The Rheingold Institute comes to the conclusion that the tendency to pay attention to food scandals is likely to increase. The tendency of organizations and the media to “find and uncover scandals” is likely to increase. The diverse activities of retail and the food industry in relation to food quality and credibility can counteract this and further strengthen consumer confidence.

Source: Cologne [ BVE ]