A Political Economy Of Regulatory Failure In US Packaged Food Markets  

Oleh:

Redmond, William H.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 29 no. 2 (Jun. 2009), page 135-144.
Topik: regulation; market failure; food marketing; political economy; marketing concept
Fulltext: 135.pdf (177.2KB)

Isi artikel

An increasing number of consumers are seeking to lead healthier lives by eating more healthful foods. In the United States, however, some are unknowingly consuming foods that are less healthful and wholesome than they expect. Through information on packages, food marketers draw attention to apparently healthful aspects of foods, while minimizing attention to the less desirable properties. A salient aspect of this situation is that such marketing practices are permissible under rules established by the relevant regulatory agency, the Food and Drug Administration (FDA). In this sense, the situation constitutes a market failure, which is enabled by a regulatory failure. The political economy framework is used to examine the regulatory failure. The article takes a critical view of certain food marketing practices and argues that, for at least some customers, consumer interests are being subordinated to food firm’s interests.

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