Marketing communications by Ukrainian food enterprises to improve consumer attitudes towards food additives

Abstract

The aim of the study was to investigate the marketing communication activities of food market enterprises in respect to enhancing consumer attitudes towards food additives. Materials and methods. The online survey was conducted using single-stage cluster sampling, covering 621 respondents. The questionnaire was developed based on validated scientific surveys and consisted of 33 questions. Technological education has a significant impact on the consumer perception of food additives. 67.5% of consumers with such education trust labels versus 33.3% without such education, which indicates a significant impact of technological education on consumer behavior and perceptions regarding food additives, emphasizing its role in increasing awareness and frequency of label reading. Technological education has a significant impact on consumer perception of food additives. 67.5% of consumers with technological education trust labels, versus 33.3% of consumers without such education. Thus, having a technological education plays a significant role in increasing consumer awareness and the frequency with which they read product labels. A statistically significant relationship was shown between technological education of consumers and the frequency of reading labels, as well as trust in the information on them (p<0.001). Almost half of respondents (48.3%) believe that there is insufficient information about food additives on labels, with the main reasons being difficulties in understanding the nature of food additives (46.5%) and insufficient labeling (40.1%). Most consumers want to find more detailed and understandable information about food additives on labels: they expect to see the amount of food additives in the product (68.6%), the purpose of additive application (69.1%), recommendations for consumption (66.7%), and possible harmful effects (63.3%). To improve consumer attitudes towards food additives and enhance their trust in products, the study proposes an omnichannel approach to marketing communications, which includes the following key activities: (a) expanding the use of social networks and digital channels; (b) developing educational programs in partnership with specialized educational institutions; (c) improving information directly at points of sale by placing information stands in the entrance areas of supermarkets with brief explanations of the most common food additives; (d) introducing labels or QR codes on shelves near products with food additives; (e) adapting information for different consumer groups by using simple, and (f) understandable explanations for a general audience.