Responsible Marketing in the Traffic Light Labeling of Food Products in Ecuador: Perceptions of Cuenca Consumers

Otilia Vanessa Cordero-Ahiman, Jorge Leonardo Vanegas, Cecilia Alexandra Fernández-Lucero, Daniela Fernanda Torres-Torres, Víctor Dante Ayaviri-Nina and Gabith Miriam Quispe-Fernández
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Otilia Vanessa Cordero-Ahiman: Grupo de Investigación en Economía Regional (GIER), Facultad de Ciencias Económicas y Administrativas, Universidad de Cuenca, Cuenca 010107, Ecuador
Jorge Leonardo Vanegas: Facultad de Ingeniería, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador
Cecilia Alexandra Fernández-Lucero: Grupo de Investigación en Economía Regional (GIER), Facultad de Ciencias Económicas y Administrativas, Universidad de Cuenca, Cuenca 010107, Ecuador
Daniela Fernanda Torres-Torres: Grupo de Investigación en Economía Regional (GIER), Facultad de Ciencias Económicas y Administrativas, Universidad de Cuenca, Cuenca 010107, Ecuador
Víctor Dante Ayaviri-Nina: Facultad de Ciencias Políticas y Administrativas, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador
Gabith Miriam Quispe-Fernández: Facultad de Ciencias Políticas y Administrativas, Universidad Nacional de Chimborazo (UNACH), Riobamba 060103, Ecuador

Sustainability, 2022, vol. 14, issue 6, 1-17

Abstract: Responsible marketing (RM) helps companies make products that improve people’s lives and is in line with public policies that provide a positive impact on society; an example of this is traffic light nutritional labelling (TLNL). Ecuador was a pioneer in Latin America in the mandatory implementation of TLNL. For this reason, this research aimed to analyze RM in the TLNL of food products from the perception of consumers in the urban area of Cuenca, Ecuador. Specifically, the research aimed to answer: What is the degree of consumer understanding of TLNL in the urban area of Cuenca, Ecuador? A cross-sectional investigation was undertaken, with 384 surveys conducted. A chi-square test (χ 2 ) was performed, which showed the relationship between variables reflecting RM knowledge and the understanding and use of TLNL. An ordinal logit model (OLM) was applied, showing that the variables of education, knowledge of labeling, and knowledge of marketing were associated with a greater probability of having some level of understanding of TLNL. Finally, a binomial logit model (BLM) revealed that the variables of income level, knowledge of TLNL, illnesses, confidence in TLNL, the influence of COVID-19 on eating habits, and knowledge of marketing were associated with people being more likely to use TLNL. RM is present in the TLNL through the clear and understandable dissemination of information.

Keywords: responsible marketing (RM); traffic light nutritional labelling (TLNL); consumer; Ecuador (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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