20 years of EUFIC − Consumer information paradox: the evolution of consumer motivations and behaviours

Increased interest in responsible and authentic food production and consumption results in more information appearing on food labels. At the same time, the basic principles of consumer food choice do not change: consumer decision-making is mostly simple, fast and based on habit. How can we reconcile the need to give more information on food products with consumers’ reluctance to engage in deliberation when buying food?

Professor Klaus Grunert

The basics of consumer behaviour
Consumers buy food for many different reasons:…

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20 years of EUFIC − Consumer information paradox: the evolution of consumer motivations and behaviours