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Decision-making processes in food choice behavior: Understanding the impact of the ‘clean label’ trend on German consumers

  • The demand and supply for clean label trend have been growing continuously during the last years. Consumers are increasingly choosing to buy products that contain health and sustainability information. The negative perception of additives, colorants, palm oil, gluten and Monosodium Glutamate has been discussed and has put the food industry for challenging and expensive product adaptations such as recipe changes and design rejuvenation. A literature review based on academic journals and books provides an understanding of the consumer action’s and the food industry’s reactions related to the clean label trend. Furthermore, factors that influence the rise of the clean label trend are discussed. Health and nutritional claims are defined. Additionally, the motivators of a food choice for German consumers are examined. Lastly, an eye-tracking study was conducted to gain insights into consumers visual attention to areas of interest on a stimulus.

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Author:Amelie Heller
Advisor:Markus Hoch
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Release Date:2018/09/03
Tag:Clean label trend; Food choice
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich geschützt