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


  • Jesús Barreiro-Hurle
  • Azucena Gracia
  • Tiziana de-Magistris


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. Copyright (c) 2010 The Authors. Journal compilation (c) 2010 The Agricultural Economics Society.

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.
  • Handle: RePEc:bla:jageco:v:61:y:2010:i:2:p:426-443

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    References listed on IDEAS

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    Cited by:

    1. Karnik, Harshada & Peterson, Hikaru Hanawa, 2018. "Impact of point of sales nutritional labels on food purchase: evidence from the rural Midwest," 2018 Annual Meeting, August 5-7, Washington, D.C. 273898, Agricultural and Applied Economics Association.
    2. Van Loo, Ellen J. & Nayga, Rodolfo M. Jr. & Seo, Han-Seok & Verbeke, Wim, 2014. "Visual Attribute Non-Attendance in a Food Choice Experiment: Results From an Eye-tracking Study," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170298, Agricultural and Applied Economics Association.
    3. 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.
    4. 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.
    5. repec:spr:agrhuv:v:34:y:2017:i:4:d:10.1007_s10460-017-9777-9 is not listed on IDEAS
    6. 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.
    7. 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.
    8. 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.

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