nep-mkt New Economics Papers
on Marketing
Issue of 2020‒02‒24
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Shopper’s behavioural responses to ‘front-of-pack’ nutrition logo formats: GDA Diet-Logo vs. 6 alternative Choice-Logos By Muller, L.; Ruffieux, B.
  2. Asymmetric price transmission along the food marketing chain: A focus on the recent price war. By Chouaib Jouf

  1. By: Muller, L.; Ruffieux, B.
    Abstract: A Framed Field Experiment was implemented in France in order to compare the relative behavioural responses and then the induced nutritional effectiveness of seven front-of-pack logo formats: The Guideline Daily Amounts (GDA), and six ‘choice logos’ such as Green Keyhole or Traffic Lights. From a consumer point of view, while GDA requires a demanding global-diet heuristic, the choice logos require an easy product comparison heuristic. Our six ‘choice logos’ are different after 3 criteria: aggregate vs. analytical information, shelf vs. all products point of reference, multicolour logos vs. ‘only green’ logos. We measure the effect of each logo on the nutritional quality of actual consumers’ shopping baskets in a controlled experimental shop. We use a standard criterion aggregating the overall density of free sugar, saturated fatty acid and salt. We find that different logo formats generate different nutritional impacts. Some choice logos have better nutritional impacts than GDA. Aggregate and multicolour logos induce best responses. Shelf-referenced logos are not more efficient but they trigger very different behavioural trajectories than logos referenced on all-products.
    JEL: D12 D18 C91 C93
    Date: 2020
  2. By: Chouaib Jouf
    Abstract: This paper investigates the price transmission along the food marketing chain in France. We focus on this transmission at the upstream and downstream levels during the so-called "price war" waged by the retailers in the French market. To this aim, we rely on an asymmetric cointegration approach: the Nonlinear Autoregressive Distributed Lag (NARDL) model. We find that although the asymmetric price transmission is effective along the French food marketing chain, it is more pronounced at the downstream level, illustrating that agri-food companies are the main losers of the recent war price in the food sector.
    Keywords: Food sector, Price transmission, Asymmetry, Nonlinear ARDL model
    JEL: C13 C22 Q11 Q13
    Date: 2020

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