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The Impact Of Restaurant Calorie Labels On Food Choice: Results From A Field Experiment

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  • BRENNA ELLISON
  • JAYSON L. LUSK
  • DAVID DAVIS

Abstract

type="main" xml:lang="en"> Using field experiment data, we compare the effectiveness of calorie labels to a “fat tax” at reducing calories ordered. Results from a structural model of consumer demand show that numeric labels did not influence food choice, but symbolic traffic light labels caused restaurant patrons to select lower-calorie menu items; thus, adding a traffic light symbol could enhance the effectiveness of the numeric calorie label (as currently proposed by the Food and Drug Administration). Additionally, our model projects that labels can both reduce intake more than a 10% tax on high-calorie items and a 10% subsidy on low-calorie items. (JEL Q18, I18)

Suggested Citation

  • Brenna Ellison & Jayson L. Lusk & David Davis, 2014. "The Impact Of Restaurant Calorie Labels On Food Choice: Results From A Field Experiment," Economic Inquiry, Western Economic Association International, vol. 52(2), pages 666-681, April.
    • Handle: RePEc:bla:ecinqu:v:52:y:2014:i:2:p:666-681
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    3. S. Marette & L. Nabec & F. Durieux, 2019. "Improving Nutritional Quality of Consumers’ Food Purchases With Traffic-Lights Labels: An Experimental Analysis," Journal of Consumer Policy, Springer, vol. 42(3), pages 377-395, September.
    4. Canavari, Maurizio & Drichoutis, Andreas C. & Lusk, Jayson L. & Nayga, Rodolfo, 2018. "How to run an experimental auction: A review of recent advances," MPRA Paper 89715, University Library of Munich, Germany.
    5. Just, David R. & Gabrielyan, Gnel, 2018. "Influencing the food choices of SNAP consumers: Lessons from economics, psychology and marketing," Food Policy, Elsevier, vol. 79(C), pages 309-317.
    6. Sunstein, Cass R., 2021. "Viewpoint: Are food labels good?," Food Policy, Elsevier, vol. 99(C).
    7. Savchenko, Olesya M. & Kecinski, Maik & Li, Tongzhe & Messer, Kent D. & Xu, Huidong, 2018. "Fresh foods irrigated with recycled water: A framed field experiment on consumer responses," Food Policy, Elsevier, vol. 80(C), pages 103-112.
    8. Lusk, Jayson L. & Weaver, Amanda, 2017. "An experiment on cash and in-kind transfers with application to food assistance programs," Food Policy, Elsevier, vol. 68(C), pages 186-192.
    9. Ortega, David L. & Sun, Jiayu & Lin, Wen, 2022. "Identity labels as an instrument to reduce meat demand and encourage consumption of plant based and cultured meat alternatives in China," Food Policy, Elsevier, vol. 111(C).
    10. Jayson L Lusk, 2019. "Consumer beliefs about healthy foods and diets," PLOS ONE, Public Library of Science, vol. 14(10), pages 1-15, October.
    11. Chien‐Yu Lai & John A List & Anya Samek, 2020. "Got Milk? Using Nudges to Reduce Consumption of Added Sugar," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(1), pages 154-168, January.
    12. Huseynov, Samir & Palma, Marco A. & Ahmad, Ghufran, 2021. "Does the magnitude of relative calorie distance affect food consumption?," Journal of Economic Behavior & Organization, Elsevier, vol. 188(C), pages 530-551.
    13. Fan, Linlin, 2017. "The Consumer Welfare Impact of Expanding Access to Fruits and Vegetables in Food Deserts," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259164, Agricultural and Applied Economics Association.
    14. Griesoph, Amelie & Hoffmann, Stefan & Merk, Christine & Rehdanz, Katrin & Schmidt, Ulrich, 2021. "Guess What …?—How Guessed Norms Nudge Climate-Friendly Food Choices in Real-Life Settings," Open Access Publications from Kiel Institute for the World Economy 240210, Kiel Institute for the World Economy (IfW Kiel).
    15. Kee, Jennifer & Segovia, Michelle S. & Saboury, Piruz & Palma, Marco A., 2022. "Appealing to generosity to reduce food calorie intake: A natural field experiment," Food Policy, Elsevier, vol. 110(C).
    16. DeJarnette, Patrick, 2020. "Temptation over time: Delays help," Journal of Economic Behavior & Organization, Elsevier, vol. 177(C), pages 752-761.
    17. Amelie Griesoph & Stefan Hoffmann & Christine Merk & Katrin Rehdanz & Ulrich Schmidt, 2021. "Guess What …?—How Guessed Norms Nudge Climate-Friendly Food Choices in Real-Life Settings," Sustainability, MDPI, vol. 13(15), pages 1-18, August.
    18. Soregaroli, Claudio & Ricci, Elena Claire & Stranieri, Stefanella & Nayga, Rodolfo M. & Capri, Ettore & Castellari, Elena, 2021. "Carbon footprint information, prices, and restaurant wine choices by customers: A natural field experiment," Ecological Economics, Elsevier, vol. 186(C).
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    21. Francisco Scott & Juan P. Sesmero, 2022. "Market and welfare effects of quality misperception in food labels," American Journal of Agricultural Economics, John Wiley & Sons, vol. 104(5), pages 1747-1769, October.

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    More about this item

    JEL classification:

    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health

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