Journal
JOURNAL OF RETAILING
Volume 90, Issue 1, Pages 13-26Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2013.11.001
Keywords
Front-of-package nutrition labeling; Consumer health; Obesity; Shopper marketing; Attribution theory; Food disclosures
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A myriad of front-of-package (FOP) nutrition labeling systems have been developed by both food retailers (e.g., Walmart, Safeway, Hannaford) and manufacturers (e.g., Kellogg's, General Mills) to help consumers identify more healthful options at the point-of-purchase. Given the uniqueness of these different approaches, two studies examine the effects of alternative FOP systems on shoppers' product evaluations, choices, and retailer evaluations. When a single food item is evaluated in isolation, both the reductive and evaluative systems had a positive effect on product evaluations. However, when several choice options are presented simultaneously in a realistic retail environment, the evaluative (reductive) system has a stronger (weaker) influence on product evaluation and choice. Results also show that FOP nutrition labeling systems have both direct and moderating effects on attitude toward the retailer and perceived retailer concern for shoppers. These retailer-related outcomes, in turn, mediate the effects of the labeling system on shoppers' intentions to patronize the retailer. Results suggest that FOP nutrition labeling may help retailers build a non-price competitive advantage. (C) 2013 Published by Elsevier Inc on behalf of Society affiliation: New York University.
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