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Measuring the Informational Value of Interpretive Shelf Nutrition Labels to Shoppers

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  • Zhen, Chen
  • Zheng, Xiaoyong

Abstract

We use the voluntary adoption of the NuVal shelf nutrition labels by a grocery retailer to estimate the value of these labels to shoppers in the yogurt category. Using an incomplete quadratic almost ideal demand system to represent consumer demand, we found a statistically significant positive effect of these shelf labels on demand for yogurt with above-average NuVal scores. The coefficients on the NuVal treatment variable in the demand equations for yogurt with below-average NuVal scores and unlabeled yogurt are not statistically significant. The value of nutrition information brought by NuVal labels is estimated to be 3.1% of consumer expenditures on yogurt at the store that uses the labels.

Suggested Citation

  • Zhen, Chen & Zheng, Xiaoyong, 2015. "Measuring the Informational Value of Interpretive Shelf Nutrition Labels to Shoppers," 2016 Allied Social Sciences Association (ASSA) Annual Meeting, January 3-5, 2016, San Francisco, California 212812, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:assa16:212812
    DOI: 10.22004/ag.econ.212812
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    Food Consumption/Nutrition/Food Safety;

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