Agriculture and the food industry in the information age
研究了消费者信息需求的特征，指出信息过载可能导致消费者冷漠或信心丧失，提出细分市场和定向信息提供作为解决信息不对称市场失灵的方法。
Food consumers face uncertainty and demand high quality and safe food products, apparently with as much information as possible. Today's agriculture and food industry aims at reducing market failures from information asymmetry. Such information provision can be successful only if it meets the information needs of the target audience. This paper focuses first on individual characteristics that shape information needs, and then discusses information provision through mass media and labelling. It emerges that consumer needs for information cannot be taken for granted. The provision of ever more and too detailed information entails a risk of information overload, resulting in consumer indifference or loss of confidence. Instead, segmentation and targeted information provision are proposed as potential solutions to market failure from information asymmetry.