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When more is less: the effect of multiple health and nutritional labels in food product choice

Author

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  • Barreiro-Hurlé, Jesús
  • Gracia, Azucena
  • de Magistris, Tiziana

Abstract

Consumers are facing increasing information on health and nutritional aspects of foods, an important source of which is that presented in food packages. Prior research has identified that this information is positively valued, but the effect of multiple information items simultaneously is not so well understood. A choice experiment has been conducted to identify the effect of multiple health and nutrition information sources in two products which represent both a healthy and less-healthy food (pork Frankfurt sausages and plain yoghurt respectively). Results show that although highly heterogeneous, preferences seem to positively value individual information items and negatively value the presence of more than one item, specially if the item is a health claim. Premiums consumers are willing to pay represent a significant percentage of retail price, specially for the less healthy food product which also faces lower retails prices.

Suggested Citation

  • Barreiro-Hurlé, Jesús & Gracia, Azucena & de Magistris, Tiziana, 2008. "When more is less: the effect of multiple health and nutritional labels in food product choice," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44013, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae08:44013
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    File URL: http://purl.umn.edu/44013
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    References listed on IDEAS

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    1. Wiktor Adamowicz & Peter Boxall & Michael Williams & Jordan Louviere, 1998. "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments and Contingent Valuation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(1), pages 64-75.
    2. Jayson L. Lusk & Jutta Roosen & John A. Fox, 2003. "Demand for Beef from Cattle Administered Growth Hormones or Fed Genetically Modified Corn: A Comparison of Consumers in France, Germany, the United Kingdom, and the United States," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(1), pages 16-29.
    3. Adhikari, Murali & Paudel, Laxmi & Houston, Jack E. & Paudel, Krishna P. & Bukenya, James O., 2006. "The Impact of Cholesterol Information on Meat Demand: Application of an Updated Cholesterol Index," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(02), July.
    4. Adamowicz, Wiktor L. & Boxall, Peter C. & Williams, Michael & Louviere, Jordan, 1995. "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments versus Contingent Valuation," Staff Paper Series 24126, University of Alberta, Department of Resource Economics and Environmental Sociology.
    5. Gracia, Azucena & Loureiro, Maria & Nayga, Rodolfo Jr., 2007. "Do consumers perceive benefits from the implementation of a EU mandatory nutritional labelling program?," Food Policy, Elsevier, vol. 32(2), pages 160-174, April.
    6. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132-132.
    7. Kenneth E. Train, 1998. "Recreation Demand Models with Taste Differences over People," Land Economics, University of Wisconsin Press, vol. 74(2), pages 230-239.
    8. Kim, Sung-Yong & Nayga, Rodolfo M., Jr. & Capps, Oral, Jr., 2000. "The Effect Of Food Label Use On Nutrient Intakes: An Endogenous Switching Regression Analysis," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 25(01), July.
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    Cited by:

    1. Robert Fonner, 2015. "Willingness to Pay for Multiple Seafood Labels in a Niche Market," Marine Resource Economics, University of Chicago Press, vol. 30(1), pages 51-70.
    2. 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.

    More about this item

    Keywords

    Nutritional information; nutritional claims; health claims; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;

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