Food Consumer Information Behavior: Need Arousal, Seeking Behavior, and Information Use

This article draws from general and specific literature to present the way food consumer information behavior is executed from the stage of information need recognition to that of information use. Information needs are derivative needs, which originate from primary (physiological or psychological) needs. After need arousal, the consumer starts seeking food information by using one or more of the available out-of-store (published material, media, experts, institutional bodies, and social milieu) or in-store (store personnel, food labels) information sources. The information gathered is evaluated and, when it is judged insufficient in terms of quantity and/or quality, the consumer continues to seek information by following other paths. Simultaneously and/or subsequently, the information is refined, processed, and translated into different behavioral responses. The article concludes by highlighting some open issues and by proposing new research directions.