Presentation Title

The Impact of Irrelevant Nutrition Claims Labels on Vending Machine Snack Packages on College Students’ Perception

Start Date

November 2016

End Date

November 2016

Location

HUB 260

Type of Presentation

Oral Talk

Abstract

Front-of-package (FOP) labeling aims to provide nutrition information and claims. Although these nutrition claims may be true, claims such as “all natural” and “fat-free” are often placed on snacks that are high in added sugar and less likely to contain fat. This study focuses on these irrelevant nutrition claims labeled on vending machine snacks where only the FOP labels are displayed to consumers. We investigate their effects on college students’ level of anticipated guilt of consumption and intended purchasing decision. This analysis was based on an online survey conducted with 98 undergraduate students, each of which were randomly placed into either the control group or one of three treatments: (1) “all natural” label treatment, (2) “fat-free” label treatment, and (3) “all natural combined with fat- free” label treatment. A Difference-in-Differences model was used to determine the treatment effects. The results indicated that the college students are most influenced by “all natural” label, “all natural combined with fat-free” label, and “fat-free” label, respectively. All three treatment labels significantly decreased their level of anticipated guilt of consumption. Only “all natural” label, and “all natural combined with fat-free” label significantly increased their level of intended purchasing decision. The findings suggest that it is often that consumers misconceive and purchase a snack based on irrelevant nutritional claims especially non-explicit nutrition claims such as all natural. They are worthy of attention by the Food and Drug Administration (FDA) to protect consumers from deceptive marketing and provide comprehensive knowledge of food labeling.

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Nov 12th, 10:15 AM Nov 12th, 10:30 AM

The Impact of Irrelevant Nutrition Claims Labels on Vending Machine Snack Packages on College Students’ Perception

HUB 260

Front-of-package (FOP) labeling aims to provide nutrition information and claims. Although these nutrition claims may be true, claims such as “all natural” and “fat-free” are often placed on snacks that are high in added sugar and less likely to contain fat. This study focuses on these irrelevant nutrition claims labeled on vending machine snacks where only the FOP labels are displayed to consumers. We investigate their effects on college students’ level of anticipated guilt of consumption and intended purchasing decision. This analysis was based on an online survey conducted with 98 undergraduate students, each of which were randomly placed into either the control group or one of three treatments: (1) “all natural” label treatment, (2) “fat-free” label treatment, and (3) “all natural combined with fat- free” label treatment. A Difference-in-Differences model was used to determine the treatment effects. The results indicated that the college students are most influenced by “all natural” label, “all natural combined with fat-free” label, and “fat-free” label, respectively. All three treatment labels significantly decreased their level of anticipated guilt of consumption. Only “all natural” label, and “all natural combined with fat-free” label significantly increased their level of intended purchasing decision. The findings suggest that it is often that consumers misconceive and purchase a snack based on irrelevant nutritional claims especially non-explicit nutrition claims such as all natural. They are worthy of attention by the Food and Drug Administration (FDA) to protect consumers from deceptive marketing and provide comprehensive knowledge of food labeling.