The Effects of Multiple Health and Nutrition Labels on Consumer Food Choices
AbstractConsumers face an increasing availability of information on health and nutritional aspects of foods, especially on food package labels. Previous research has identified that this information is positively valued, but the effect of presenting several items of information simultaneously is not well understood. We conduct a choice experiment to identify the effects of multiple health and nutrition information labels for two products representing a healthy and less healthy food choice. Although our consumers attach positive utility to most of the individual labels evaluated here, the simultaneous presence of more than one label only has positive impact on utility in one of nine possible cases. Therefore, promotion of multiple labels should not be considered beneficial a priori either from a regulatory or business perspective. In addition, results show that consumers show a higher willingness to pay for nutrition and health labels for less healthy products. Copyright (c) 2010 The Authors. Journal compilation (c) 2010 The Agricultural Economics Society.
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Bibliographic InfoArticle provided by Wiley Blackwell in its journal Journal of Agricultural Economics.
Volume (Year): 61 (2010)
Issue (Month): 2 ()
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Web page: http://www.blackwellpublishing.com/journal.asp?ref=0021-857X
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- Hoefkens, Christine & Veettil, Prakashan Chellattan & Van Huylenbroeck, Guido & Van Camp, John & Verbeke, Wim, 2012. "What nutrition label to use in a catering environment? A discrete choice experiment," Food Policy, Elsevier, vol. 37(6), pages 741-750.
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