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The Effects of Multiple Health and Nutrition Labels on Consumer Food Choices

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  • Jesús Barreiro‐Hurle
  • Azucena Gracia
  • Tiziana De‐Magistris

Abstract

Consumers 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.

Suggested Citation

  • Jesús Barreiro‐Hurle & Azucena Gracia & Tiziana De‐Magistris, 2010. "The Effects of Multiple Health and Nutrition Labels on Consumer Food Choices," Journal of Agricultural Economics, Wiley Blackwell, vol. 61(2), pages 426-443, June.
    • Handle: RePEc:bla:jageco:v:61:y:2010:i:2:p:426-443
    DOI: 10.1111/j.1477-9552.2010.00247.x
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    1. Zhu, Chen & Huang, Rui, 2014. "Heterogeneity in Consumer Responses to Front-of-Package Nutrition Labels: Evidence from a Natural Experiment?," Working Paper series 170016, University of Connecticut, Charles J. Zwick Center for Food and Resource Policy.
    2. Ellen J Van Loo & Rodolfo M NaygaJr & Danny Campbell & Han-Seok Seo & Wim Verbeke, 2018. "Using eye tracking to account for attribute non-attendance in choice experiments," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 45(3), pages 333-365.
    3. Borrello, M. & Cecchini, L. & Vecchio, R. & Caracciolo, F. & Cembalo, L. & Torquati, B., 2022. "Agricultural landscape certification as a market-driven tool to reward the provisioning of cultural ecosystem services," Ecological Economics, Elsevier, vol. 193(C).
    4. 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.
    5. Hongsha Wang & Qihui Chen & Bhagyashree Katare, 2023. "Nudging Chinese consumers to embrace sustainable milk consumption: How should information be provided?," Agribusiness, John Wiley & Sons, Ltd., vol. 39(S1), pages 1512-1534, December.
    6. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Brenna Ellison & Kathleen Brooks & Taro Mieno, 2017. "Which livestock production claims matter most to consumers?," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 34(4), pages 819-831, December.
    8. Ngoulma, Jeannot, 2015. "Consumers’ willingness to pay for dairy products: what the studies say? A Meta-Analysis," MPRA Paper 65250, University Library of Munich, Germany.
    9. Van Wezemael, Lynn & Caputo, Vincenzina & Nayga, Rodolfo M. & Chryssochoidis, George & Verbeke, Wim, 2014. "European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments," Food Policy, Elsevier, vol. 44(C), pages 167-176.
    10. Karnik, Harshada & Peterson, Hikaru Hanawa, 2018. "Impacts of Point-of-Sales Nutritional Labels and Nutrition Education on Healthful Food Purchase at Rural Grocery Stores: A Case Study," 2018 Annual Meeting, August 5-7, Washington, D.C. 273898, Agricultural and Applied Economics Association.
    11. Brooks, Kathleen R. & Ellison, Brenna, 2014. "Which Livestock Production Methods Matter Most to Consumers?," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 173517, Agricultural and Applied Economics Association.
    12. Zhu, Zhanguo & Zhang, Tong & Hu, Wuyang, 2023. "The accumulation and substitution effects of multi-nation certified organic and protected eco-origin food labels in China," Ecological Economics, Elsevier, vol. 203(C).
    13. Tatiana Drugova & Kynda R. Curtis & Sherzod B. Akhundjanov, 2020. "Are multiple labels on food products beneficial or simply ignored?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 411-427, December.
    14. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    15. Bi, Xiang & House, Lisa & Gao, Zhifeng, 2014. "Can Nutrition and Health Information Increase Demand for Seafood among Parents? Evidence from a Choice Experiment," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170266, Agricultural and Applied Economics Association.
    16. Alexander J. Stein & Marcelo Lima, 2022. "Sustainable food labelling: considerations for policy-makers," Review of Agricultural, Food and Environmental Studies, Springer, vol. 103(2), pages 143-160, June.

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