Computational Technologies for Pakistani Consumers’ Understanding of the Country-of-Origin Label for Fruit and Vegetable Products in Social Networks

Abstract

Whether or not consumers consider information about origin in their routine food purchase decisions is a contentious issue. Usage of social networks has redefined lifestyle and culture, and firms are finding it difficult to understand their customers. This study aims to investigate the effect of social networks (digital marketing) on Pakistani consumers’ understanding of the CoO (country-of-origin) label for F&V (fruit and vegetable) products and its relative importance in daily purchase decisions of fruit and vegetable products. In a random survey of 797 consumers in two Pakistani cities, we found that the relationship between the CoO information and the daily F&V product choices of Pakistani consumers was less important than other factors. Consumers are mistaken about the CoO label, with only one-third of respondents correctly understanding the difference between labels of “made in...” and “product of....” Therefore, mandatory CoO label policies may increase costs and reinforce consumers’ misinterpretation of the meaning of these labels; obtaining a “user-friendly” CoO label serves only those consumers who properly understand the information. This study contributes to understanding of the extent to which consumers are competent in their knowledge and understanding of these informational labels.