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Traffic lights and food choice: A choice experiment examining the relationship between nutritional food labels and price

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  • Balcombe, Kelvin
  • Fraser, Iain
  • Falco, Salvatore Di

Abstract

In this paper we investigate how consumers respond to the UK nutritional food label Traffic Light System (TLS). Employing a choice experiment (CE) we find that consumers appear to behave in a manner consistent with our expectations regarding the impact of the TLS. We identify a strong preference on the part of respondents to avoid a basket of goods containing a mix of foods with any "Red" lights. In addition, we find that consumers have a hierarchy of importance in terms of perception of the various nutrients examined and there are clear behavioural differences associated with particular socio-economic characteristics confirming early research on the use of nutrition labels. Overall our results indicate significant heterogeneity in the attitudes and responses of consumers to the TLS nutritional food labels within and across socio-economic strata.

Suggested Citation

  • Balcombe, Kelvin & Fraser, Iain & Falco, Salvatore Di, 2010. "Traffic lights and food choice: A choice experiment examining the relationship between nutritional food labels and price," Food Policy, Elsevier, vol. 35(3), pages 211-220, June.
    • Handle: RePEc:eee:jfpoli:v:35:y:2010:i:3:p:211-220
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    More about this item

    Keywords

    Nutrients Traffic Light System Choice experiment Bayesian mixed logit;

    JEL classification:

    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • H41 - Public Economics - - Publicly Provided Goods - - - Public Goods

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