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The Effect of Positive and Negative Nutrition/Health Advertising Label Claims on Intention to Buy

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  • STANTON, John L
  • BAGLIONE, Stephen
  • SALNIKOVA, Ekaterina

Abstract

This study aims to determine which of the benefits and attributes expressed as the front of the package claims can have the greatest impact on consumers’ willingness to buy milk and to understand the role of stating these in either a positive or negative fashion. Focus groups were conducted throughout the U.S. to identify attributes and benefits most and least important for fluid milk purchase. This information was used in a discrete choice experiment. Over 2,000 respondents were recruited from MTurk nationally and asked to complete the survey online. The quantitative results show that negative attributes and benefits are most important. However, producing GMO-free or rBST-free milk is more expensive and may not be cost-effective in a declining market.

Suggested Citation

  • STANTON, John L & BAGLIONE, Stephen & SALNIKOVA, Ekaterina, 2023. "The Effect of Positive and Negative Nutrition/Health Advertising Label Claims on Intention to Buy," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 13(2), pages 9-23, July.
    • Handle: RePEc:hmm:journl:v:13:y:2023:i:2:p:9-23
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    labeling; discrete choice experiment; focus groups; GMO; fluid milk; health claims;
    All these keywords.

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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