Forbrugeradfærden omkring fødevarehandel og fødevaremærkningen Nøglehullet

Sameh Saadi

Student thesis: Master thesis


The present dissertation is dedicated to consumer behavior in connection with food products. The focus is on the Danish nutritional labeling symbol named the ‘Keyhole’ and the Danish consumer’s behavior, attitudes and views about the labeling (in relation thereto). The motivation for the subjects of choice is the increased focus on nutrition and health in the recent years in Denmark. The dissertation illustrates the Keyhole, its function and application in the Danish food product market. This is done by analyzing and discussing consumer behavior related to the Keyhole labeling. The thesis is whether the consumers are sufficiently familiar with and uses the Keyhole according the Danish Veterinary and Food Administrations intention. It is investigated whether there is an interest and a need, for a nutritional labeling like the Keyhole, in the Danish food product retail market. Furthermore it is investigated whether, if it is certain consumer types that are familiar with and uses the Keyhole. Food producers’ function, their advantages and disadvantages by applying the Keyhole to their products are considered. To throw light on the consumer behavior in connection with the Keyhole, a review and analysis of the literature and theoretical perspectives is conducted. Furthermore a qualitative and quantitative analysis is conducted by in-depth interviews and a questionnaire respectively. The retrieved information from the investigations and data analysis is used to provide necessary information throughout the dissertation. The theoretical investigation showed that consumers generally have difficulties understanding and interpreting declaration on food products. It is preferred to have clear information and bullet points about the nutrition content. It can be difficult for the consumer to decompose nutritional information about a food product, why it may be considered as a complex task and that the Keyhole may be helpful. The Danish consumers do not expose any interest in food product labeling despite that there is an obvious need for such a labeling and an increased interest and motivation for buying and eating healthy food products. This is due to the fact that the Keyhole does fulfill the need for such a labeling and that the information, clarity and criteria have not been sufficient. There is no typical consumer type that either knows or uses the Keyhole. While there are no disadvantages for the food manufacturer in applying the Keyhole, there are no obvious advantages either. It is assessed the Keyhole is still in the introductory phase and has not yet managed to break through to the consumers. It should be remarked that the consumers indicate a potential success for the Keyhole labeling.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2011
Number of pages115