Also, different groups of consumers clearly react to
and use such labels in different ways, as can be seen in
Fig. 3 (from Juhl, Høg, & Poulsen, 2000). It shows
results from a study on Danish consumers’ev aluation
of quality labels for minced meat. A Government-controlled
label (‘Bla˚ lup’), a retailer-owned label (‘Mesterhak’)
and a label for organic production (‘ø’) were
investigated. Consumers clearly react to these labels in
different ways: Some attach positive utility to all labels,
some again are interested only in organic production,
some are mostly interested in price.