Role of health-related claims and symbols in consumer behaviour - EC FP7 CLYMBOL

clymbol.jpgCLYMBOL aims to determine how health-related claims and symbols are understood by consumers, and how they affect purchasing and consumption. Researchers will take into account the individual differences in needs and wants and country-specific differences with regard to the use of health claims and symbols. This project has also produced a set of methods for policy-makers and the food industry to assess the effects of health claims and symbols on food labels as these appear on the market, and recommendations on how health claims and symbols can be used to strengthen informed choice, healthy eating and industrial competitiveness.

Ghent University in CLYMBOL

As a Work Package leader, we map the differences in consumer motivation and ability to process health-related symbols and claims, as well as consumers’ nutritional and health status that may have an impact on whether food products with specific health effects could be beneficial to consumers. Based on the empirical results and evidence yielded from the CLYMBOL projects, we have formulated and prioritized a series of policy recommendations and communication guidelines.

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Researcher: Christine Yung Hung