A consumer-oriented model for analysing the suitability of food classification systems

Abstract

The main function of food classification systems is to regulate the market and inform it (consumers above all) about the different types of products and their characteristics. However, the reality is that many of these systems give rise to confusion and prevent consumers from obtaining a clear idea of them, making the purchasing process more difficult. The objective of this study was to propose a method that can be used as a basis or reference framework for analysing the suitability of any food classification system, based on maximising consumer comprehension and learning, before introducing it into the market. The model proposed establishes the procedure and the necessary indicators for identifying the advantages and drawbacks of each of the different systems, making it possible to compare their suitability. The model was tested empirically by comparing the current classification of orange juices and Iberian ham with two different proposals, in an experiment conducted with an online consumer panel, and using MANCOVA to analyse the differences between the six indicators related to consumer learning results. It was concluded that the model is suitable for assessing the suitability of the classification systems, as it shows technical viability, ease of introduction in practically any situation and the ability to facilitate and guide the process of drawing up consumer-oriented food classification systems.