Children’s organic fruit nectar satisfaction: an experimental economics approach

Purpose – Over the past several decades, studies regarding consumer satisfaction for organic food (OF) have increased along with the rise in OF consumption. However, empirical research into satisfaction for organic products with respect to conventional goods is still needed. Along this line, the purpose of this paper is to understand the role of information in children’s satisfaction for organic and conventional fruit nectar. Design/methodology/approach – A satisfaction questionnaire on 92 primary school pupils was collected during the tasting stages. A questionnaire surveying the participants’ habits with respect to OF and fruit nectar consumption was also administered. Descriptive analysis and ordinal logistic regressions were used to investigate any correlation between the participants’ evaluations of fruit nectar samples and the other variables investigated. Findings – According to the results of this paper, children’s satisfaction scores are influenced by the information they learn regarding fruit nectar: satisfaction scores are higher when children know the fruit nectar is organic. Satisfaction is also influenced by age: older children are more likely to assign lower scores to fruit nectars. Also, the effect of information regarding the nature of fruit nectar (organic or conventional) on satisfaction scores is stronger in children whose families consume OF. Research limitations/implications – Due to financial constraints, this research was conducted on a non-probability convenience sample and on a single food product (i.e. fruit nectar). Practical implications – Regulatory policies should consider these influences when legislating on product labelling and the disclosure of product information. Consumer evaluations can be indeed influenced toward responsible, safe behaviour. Originality/value – This study contributes to the investigation of the connection between product labelling and children’s food satisfaction. Particularly, this study has generated some important findings in the field of children’s perceptions of OF.