Do Traffic Light Labels Influence Food Purchase Intentions? The Moderating Effect of Health Risk Perception

Teng Ma, Jingbo Zhang
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Abstract

ABSTRACT Most extant nutrition labeling studies examine how different nutrition labels affect consumers’ purchase intentions or how nutrition knowledge influences shoppers’ final decisions. However, most scholars have ignored that the channel of risk attitudes toward a food product may indirectly affect shoppers’ purchase intentions as a result of the health risk perception arising at the time of seeing nutrition labels. We empirically compare the effect of the Traffic Light (TL) label with the icon-only nutrition label on participants’ attitudes and health risk perceptions linked to their purchase intentions regarding a pizza product. The findings from the online experiment show that the TL label has a more significant effect on purchase intention than the icon-only nutrition label. However, this effect is different based on consumers’ health risks perception. Consumers with low health risk perception were more likely to purchase pizza, but those with high health risk perception decrease their purchases.
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红绿灯标签会影响食品购买意愿吗?健康风险认知的调节作用
大多数现有的营养标签研究考察了不同的营养标签如何影响消费者的购买意愿或营养知识如何影响购物者的最终决定。然而,大多数学者忽略了对食品的风险态度的渠道可能会间接影响购物者在看到营养标签时产生的健康风险认知,从而影响购物者的购买意愿。我们通过实证比较了交通灯(TL)标签与纯图标营养标签对参与者的态度和健康风险感知的影响,这些态度和健康风险感知与他们对披萨产品的购买意图有关。在线实验结果表明,TL标签对购买意愿的影响比纯图标营养标签更显著。然而,根据消费者的健康风险认知,这种效果是不同的。健康风险认知低的消费者更倾向于购买披萨,而健康风险认知高的消费者则会减少购买披萨。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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