Study goals
Identify how relevant food certification labels are in the purchase decision process and specifically, the study seeks to understand how the degrading effects of light on fresh milk are known to the consuming public.
Relevance / originality
Through this study it was possible to identify the low relevance of certification labels in the purchase process and the lack of knowledge about the effects of light on fresh milk.
Methodology / approach
Qualitative exploratory study based on interviews conducted through focus groups
Main results
In the Brazilian scenario, the presence of labels / certifications on product packaging is of little relevance in the purchase decision process.
Curiosity in relation to the theme of incidence of light and the nutritional degradation of milk components and in an intrinsic way, the importance of the indicative seals arranged on the product packaging.
Theoretical / methodological contributions
Collaborate so that researchers identify possible research gaps and carry out future studies on the topic.
Social / management contributions
The research pointed out the relevance given to the brands, therefore, it is suggested the development of campaigns that link these brands to the indicators present in their packaging, providing consumers, in addition to a deepening in the quality relations of products, the opportunity to relate stamps to these standards.