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What consumers actually know: The role of objective nutrition knowledge in processing stop sign and traffic light front-of-pack nutrition labels

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  • Andrews, J. Craig
  • Netemeyer, Richard
  • Burton, Scot
  • Kees, Jeremy

Abstract

Examining the effects of what consumers actually know (i.e., objective knowledge) is an important gap in front-of-pack (FOP) nutrition research. In experiments with over 2,000 primary food shoppers, we examine the moderating impact of objective nutrition knowledge on key FOP nutrition symbols (Stop Sign labels, Traffic-Light labels, and a control) for effects on nutrient perceptions, nutrition use accuracy, disease risk, brand attitudes, and purchase intentions. Results support the effectiveness of the Stop Sign label over the Traffic Light label for key outcome measures, with the Traffic Light label performing better on nutrition use accuracy. Importantly, those with greater objective nutrition knowledge performed better than those with lower knowledge, controlling for subjective knowledge and demographics. These results are robust across three food nutrition profiles (healthy, moderately healthy, unhealthy), and more accentuated for the unhealthy profile. Serial mediation analyses are offered, as well as implications for marketing practice, theory, and public health.

Suggested Citation

  • Andrews, J. Craig & Netemeyer, Richard & Burton, Scot & Kees, Jeremy, 2021. "What consumers actually know: The role of objective nutrition knowledge in processing stop sign and traffic light front-of-pack nutrition labels," Journal of Business Research, Elsevier, vol. 128(C), pages 140-155.
    • Handle: RePEc:eee:jbrese:v:128:y:2021:i:c:p:140-155
    DOI: 10.1016/j.jbusres.2021.01.036
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    References listed on IDEAS

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    1. Pierre Dubois & Paulo Albuquerque & Olivier Allais & Céline Bonnet & Patrice Bertail & Pierre Combris & Saadi Lahlou & Natalie Rigal & Bernard Ruffieux & Pierre Chandon, 2021. "Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 119-138, January.
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    Cited by:

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    3. Rybak, Garrett & Burton, Scot & Johnson, Alicia M. & Berry, Christopher, 2021. "Promoted claims on food product packaging: Comparing direct and indirect effects of processing and nutrient content claims," Journal of Business Research, Elsevier, vol. 135(C), pages 464-479.
    4. Robert P. Hamlin & Lisa S. McNeill, 2023. "Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice," Sustainability, MDPI, vol. 15(13), pages 1-18, June.
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    6. Jeanette Carlsson Hauff, 2022. "The impact of knowledge on labeling schemes promoting sustainable investing," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2839-2853, November.

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