Modtagelse af ernæringsmæssige advarselsstempler om sundhedsudfordringer i Chile: Eksplorativt casestudie baseret på systemteori og Humberto Maturanas forskning om autopoiesis

Natalia Cofre Maldonado

Studenteropgave: Kandidatafhandlinger


We observe today, in general terms, a latent concern in society about health status among the global population. For this reason, we have seen an increased number of regulations within the food sector. The governmental entities and the private sector are working together to create better legislation and communication strategies by better framing their messages to achieve attention from the consumers. We can take, as an example, Chile’s law 20.606 on front-of-package (FOP) labels showing nutrient information on products which are high in calories, fat, sodium and sugar. So, consumers can later incorporate healthier habits into their lifestyle. For this reason, they have created different systems: FOP is a simpler way than the fact nutritional panel (FNP) for the consumer to read about a product containing critical amounts of nutrients. A vast quantity of literature shows that consumers do not necessarily incorporate healthy products into their habits because they are well informed. However, data from this master’s thesis shows that, over the long term, consumers acquire more flexible attitudes which are reflected in later buying process behaviors. They are more open to making changes, and they incorporate healthier habits. Furthermore, this master’s thesis shows that consumers do not share the same perception about the efforts made in their environment by the different actors. Some consumers are more skeptical than others, Still others have the real feeling that the measures taken are for their own wellbeing to the degree that they affirm Chile’s law 20.606 to be a part of the culture of the country, and not necessarily accepted by Chile’s population because of the legislation or communication efforts realized by Chile’s government or its food producers However, consumers are still of the opinion that the system can be improved, and some things can be incorporated to it, such as FOP labeling regulation on fast food products, as well as more control of food products sold in food markets spaces which are less regulated.

UddannelserCand.merc.kom Erhvervsøkonomi og Virksomhedskommunikation, (Kandidatuddannelse) Afsluttende afhandling
Antal sider115
VejledereKarl-Heinz Pogner