There is an increasing need to understand how rising environmental pressures and the EU’s PPWR (Packaging and Packaging Waste Regulations), which requires more sustainable and standardised packaging, affect brand identity. This paper evaluates how standardisation alters brand recognition and the extent to which visual and verbal cues can preserve brand identity and heritage. Mixed-method case studies show that coherent cues can maintain authenticity, brand meaning, and consumer acceptance emphasising the importance for brands seeking to balance sustainability with consumer perception.

In health care systems based upon the principles of managed competition, health insurers are expected to act as prudent buyers of care. Consumers are expected to switch between insurers based upon the performance of insurers in this role. Yet, the Dutch experience shows that trust of consumers in health insurers is low and that switching consumers focus primarily on price. The question arises if consumers do in fact perceive and trust insurers as prudent buyers of care. We addressed this question by using a mixed-method approach. The results show that most people know that insurers buy health care and feel that the purchasing tasks suit their role. They even have reasonable, though fragile, trust in the purchasing competencies of the insurer. However, the results also revealed that consumers have insufficient information to cast a judgement about insurers as purchasers and incorrectly think that insurers are commercial organisations. Hence, improving the public information about insurers and their purchasing role seems to be crucial. Given the inherent complexity in the system, it remains to be seen if this objective can be reached in the (near) future. For that reason, policymakers should also consider additional measures to encourage that insurers will take integral purchasing responsibility.

Milk is a fundamental food matrix that is widely consumed. Milk fat is important for producing dairy products such as butter, cream, cheese and whole milk powder. Aside from flavour, it has been linked to human health and its chemistry can be modulated by various means towards a more healthy fatty acid profile. Industry and stakeholders have different interests in milk fat, based on specific policies which reflect the type of research and funding initiatives currently performed in different countries. This position paper summarizes the current state-of-the-art with regards to milk fat research and industry as well as stakeholder initiatives, and then highlights new developments based on information gathered from North America (United States and Mexico), Europe (United Kingdom, Spain, Italy, and Finland), Africa (Egypt), Asia (China and Bangladesh) and Oceania (New Zealand). South America is an important contributor to the dairy industry but will not be considered here and thus this paper must be considered cross-continental rather than global. This manuscript intends to show a wide ‘picture’ of milk fat from different angles in different parts of the globe.

With the wide availability of large language models and generative AI, there are four primary paradigms for human–AI collaboration: human-only, AI-only (ChatGPT-4), augmented human (where a human makes the final decision with AI output as a reference), or augmented AI (where the AI makes the final decision with human output as a reference). In partnership with one of the world’s leading consulting firms, we enlisted professional content creators and ChatGPT-4 to create advertising content for products and persuasive content for campaigns following the aforementioned paradigms. First, we find that, contrary to the expectations of some of the existing algorithm aversion literature on conventional predictive AI, the content generated by generative AI and augmented AI is perceived as of higher quality than that produced by human experts and augmented human experts. Second, revealing the source of content production reduces—but does not reverse—the perceived quality gap between human- and AI-generated content. This bias in evaluation is predominantly driven by human favoritism rather than AI aversion: Knowing that the same content is created by a human expert increases its (reported) perceived quality, but knowing that AI is involved in the creation process does not affect its perceived quality. Further analysis suggests this bias is not due to a ‘quality prime’ as knowing the content they are about to evaluate comes from competent creators (e.g., industry professionals and state-of-the-art AI) without knowing exactly that the creator of each piece of content does not increase participants’ perceived quality.

Consumer misperception and misinterpretation of food labels can lead to consumers not buying a product or purchasing products that do not align with their environmental or sustainability interests. Consumer purchasing behavior can be explained by looking at consumer food values or food quality attributes. This study aimed to (a) determine the effect label information has on consumer preference shares for selected sustainability-related food labels and (b) if correlations exist between food labels and food values. To the best of our knowledge, this is the first study to examine the comprehension of 12 different labels and identify how food labels relate to food value preferences. Responses from the best-worst scaling experiment of food value and environmental food label choice sets were analyzed using the random parameter logit model. Results reveal preference shares changed for each label as more information was provided to the respondents about the various labels included in the study. These findings should support food policy efforts requiring strict, clear label standards. Food labels should represent the food’s core food values to increase consumer preference for the product. These findings also further support the need for efforts to increase consumer knowledge and understanding of the labels on food packaging.

The present study aims to assess the relationship between consumer perception and on-farm assessment of animal welfare performed using the Animal Needs Index 35L (ANI). Two tie-stall, 2 straw yard and 2 cubicle farms were scored by trained assessors using the ANI and filmed to produce six 3.5 min videos. Each of them contained 4 clips: barn overall view, feeding, milking and individual animals. Ten untrained observers were asked to elicit terms describing how they perceived the observed farming systems to affect animal welfare using Free Choice Profiling (FCP). Data from FCP were subjected to Generalised Procrustes Analysis (GPA). GPA showed a significant consensus among observers. Observers characterised the first dimension with terms ranging from constrictive to comfortable conditions and the second one in terms of cleanliness/dirtiness. Principal Component Analysis (PCA) was conducted using the scores of the farms on the first two dimensions of GPA and the data gathered through the ANI. The first dimension of GPA (Comfortable), ANI's sheet 1 (Locomotion), sheet 2 (Social interaction) and sheet 6 (Total score) showed high loadings on the first component of PCA, whereas the second dimension of GPA (Clean), sheet 3 (Flooring) and sheet 4 (Stockmanship) were correlated with the second component of PCA. We concluded that FCP may be used to elicit lay person perception of welfare-related characteristics of dairy cattle farming systems, thus providing a tool to study the relationships between consumer perception and on-farm assessment of animal welfare.

In most European countries, male piglets being reared for meat are physically castrated without anaesthesia in order to avoid boar taint and to safeguard sensory meat quality. This method is increasingly criticised for its violation of piglet welfare. Alternative methods are being researched and castration with anaesthesia or analgesia and vaccination (immunisation) against gonadotropin-releasing hormone (using Improvac®, Pfizer GmbH) have been proposed as possible solutions. In addition to efficacy, the successful introduction and adoption of the vaccine method by stakeholders in pig supply chains are expected to depend on a favourable reception by consumers. This large-scale quantitative cross-country study (n = 4031) involving representative samples of consumers in France, Germany, the Netherlands and Belgium does not support the reserved attitude of stakeholders who fear potential low market acceptance. The vaccine method was actually preferred by the majority of consumers surveyed (69.6% of the participants) and it was perceived as equally effective in terms of avoiding boar taint; 43.8% of the consumers reported an intention to seek out pork from pigs where the vaccine had been used to control boar taint, whereas 33.7% reported an intention to avoid pork from pigs physically castrated with anaesthesia. Consumers’ favourable dispositions to the vaccine method were independent of dominant ethical, health or price orientations when purchasing pork.