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Aligning Values to Labels: A Best-Worst Analysis of Food Labels

Author

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  • McLeod, Alexandria N.
  • Yang, Wei
  • Fang, Di
  • Nayga, Rodolfo M. Jr.

Abstract

Consumer misperception and misinterpretation of food labels can lead to consumers not buying a product or purchasing products that do not align with their environmental or sustainability interests. Consumer purchasing behavior can be explained by looking at consumer food values or food quality attributes. This study aimed to (a) determine the effect label information has on consumer preference shares for selected sustainability-related food labels and (b) if correlations exist between food labels and food values. To the best of our knowledge, this is the first study to examine the comprehension of 12 different labels and identify how food labels relate to food value preferences. Responses from the best-worst scaling experiment of food value and environmental food label choice sets were analyzed using the random parameter logit model. Results reveal preference shares changed for each label as more information was provided to the respondents about the various labels included in the study. These findings should support food policy efforts requiring strict, clear label standards. Food labels should represent the food’s core food values to increase consumer preference for the product. These findings also further support the need for efforts to increase consumer knowledge and understanding of the labels on food packaging.
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Suggested Citation

  • McLeod, Alexandria N. & Yang, Wei & Fang, Di & Nayga, Rodolfo M. Jr., 2022. "Aligning Values to Labels: A Best-Worst Analysis of Food Labels," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322163, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea22:322163
    DOI: 10.22004/ag.econ.322163
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    2. Liu, Jianhui & Kassas, Bachir & Lai, John & Fang, Di & Nayga, Rodolfo M., 2025. "Assessing consumers’ valuation for Front-of-Package ‘Health’ labeling under FDA guidelines," Food Policy, Elsevier, vol. 131(C).

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