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Beyond Healthiness: The Impact of Traffic Light Labels on Taste Expectations and Purchase Intentions.

ABSTRACT: The aim of traffic light labels on food products is to help consumers assess their healthiness. However, it is not clear whether traffic light labels do not have undesired side effects by signaling lower tastiness of healthy product alternatives and reducing purchase intentions. We therefore conducted a study with consumers from Austria (N = 173) in which we presented the amount of sugar contained in products on labels with or without traffic light colors based on the coding criteria of the UK Food Standards Agency. Expectations of products' healthiness and tastiness, as well as purchase intentions were assessed. The products were randomly sampled from the category of desserts from a supermarket. The declared amount of sugar was experimentally varied. The traffic light labels helped participants differentiate between the healthiness of products with different sugar levels. They did not affect the expected tastiness of the healthier alternatives. Moreover, participants did not report lower purchase intentions for products high in sugar, but a higher purchase intention for products low in sugar when traffic light colors were used compared to when they were not used.

SUBMITTER: Kunz S

PROVIDER: S-EPMC7074546 | biostudies-literature | 2020 Jan

REPOSITORIES: biostudies-literature

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Beyond Healthiness: The Impact of Traffic Light Labels on Taste Expectations and Purchase Intentions.

Kunz Sonja S Haasova Simona S Rieß Jannik J Florack Arnd A

Foods (Basel, Switzerland) 20200128 2

The aim of traffic light labels on food products is to help consumers assess their healthiness. However, it is not clear whether traffic light labels do not have undesired side effects by signaling lower tastiness of healthy product alternatives and reducing purchase intentions. We therefore conducted a study with consumers from Austria (<i>N</i> = 173) in which we presented the amount of sugar contained in products on labels with or without traffic light colors based on the coding criteria of t ...[more]

PMID: 32012832

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Project description:BackgroundChildhood obesity is a public health challenge in many countries. Food labelling may help children make healthier food choices. Food is typically labelled using the traffic light label system but this is complex to understand. Physical activity calorie equivalent (PACE) labelling may be easier for children to understand and more appealing because it contextualises the energy content of food/drinks.MethodsA cross-sectional online questionnaire was completed by 808 adolescents aged 12-18 years in England. The questionnaire investigated participants' views and understanding of traffic light and PACE labels. Participants were also asked about their understanding of the meaning of calories. The questionnaire explored participants' views about the potential frequency of use of PACE labels and their perceived usefulness in influencing purchasing and consumption decisions. Questions that explored participants' views about the possible implementation of PACE labelling, preferences for food settings and types of food/drinks they may like such labelling implemented, and whether PACE labels would encourage physical activity were included. Descriptive statistics were explored. Analyses assessed associations between variables and tested differences in the proportions of views about the labels.ResultsMore participants reported PACE labels as easier to understand than traffic light labels (69% vs 31%). Of participants who had seen traffic light labels, 19% looked at them often/always. Forty-two percent of participants would look at PACE labels often/always. The most common reason why participants never/would never look at food labels is because they are not interested in making healthy choices. Fifty-two percent of participants said PACE labels would make it easier for them to choose healthy food and drinks. Fifty percent of participants reported PACE labels would encourage them to be physically active. It was perceived that PACE labels could be useful in a range of food settings and on a range of food/drinks.ConclusionsPACE labelling may be easier for young people to understand and more appealing/useful to them than traffic light labelling. PACE labelling may help young people choose healthier food/drinks and reduce excess energy consumption. Research is now needed to understand the impact of PACE labelling on food choice among adolescents in real eating settings.

Project description:Overconsumption of highly sugary foods contributes to increases in obesity and diabetes in our population, and initiatives are issued worldwide to reduce sugar content in food products. However, it is unclear how the presentation of reduced sugar content on food packages affects taste expectations of consumers. Based on the learned knowledge about negative health effects of sugar and the common belief that unhealthy food tastes better than healthy food, consumers might conclude that lower sugar levels are associated with higher healthiness and lower tastiness. Addressing this concern, we examined how quantitative information about sugar content without any verbal description influences consumers' health and taste expectations of dairy desserts. We asked participants to indicate the expected healthiness and tastiness of randomly sampled dairy desserts, while varying systematically the quantitative sugar information provided in a label presented with the desserts (numerical sugar level in grams per 100 grams of product: low vs. original vs. high). We assumed that quantitative sugar content is not equally associated with healthiness and tastiness of products and that numerical information about sugar content informs health more than taste expectations. Therefore, we predicted that consumers expect higher healthiness, but not to the same degree lower tastiness for products with reduced sugar contented compared to products with higher sugar content. The results of the present study are in line with this hypothesis. We found that consumers expected desserts with less sugar to be healthier than desserts with higher levels of sugar. The experimentally varied sugar levels did not affect the tastiness expectations. Notably, consumers did not follow the unhealthy = tasty intuition and did not devaluate the tastiness of desserts because of heightened healthiness expectations. Our findings suggest that sole numerical information about sugar content-an important nutritional value-is more diagnostic in the construction of healthiness rather than tastiness expectations of food products.

Project description:Motivation and methodExisting rational expectations models cannot satisfactorily explain why political budget manipulations systematically raise re-election chances and only occur in "specific contexts". This paper offers a theoretical explanation by including unsophisticated voters into an opportunistic political cycle model; unsophisticated voters are unable to take the optimal behaviour of other agents (fully) into account, but may, nonetheless, vaguely suspect government deception.ResultsFirst, rationally expected manipulations are, on average, fruitless in equilibrium. By including unsophisticated voters we can, however, corroborate empirically found electoral effects of political budget manipulations. Second, unsophisticated voters become anxious and suspicious in an intransparent or uncertain world, but the government tries to "outperform" their scepticism by increasing budget manipulations in order to appear more competent and, ultimately, increase re-election chances. It is, therefore, not surprising that political budget cycles are observed in countries suffering from intransparencies such as developing countries or new democracies. Third and in addition, the model presented here predicts that political opportunism produces, unintentionally, a countercyclical policy effect in election years, thereby, for instance, alleviating the typical problem of policy procyclicality in developing countries.Additional contributionThe paper also offers a theoretical explanation for political distortions found in forecasts by US states. Based on overly optimistic revenue forecasts the incumbent state government can conduct expansionary fiscal policies in order to appear more competent prior to an upcoming election. Since the resulting deficit can only be observed afterwards, the government can effectively circumvent a constitutional balanced budget constraint. As a result, there are political forecast and budget cycles in the state. More generally, however, these findings may also apply to European countries where balanced budget constraints are or will be in place (for instance the debt brakes in Switzerland and Germany); similarly, they apply to the supra-national European Fiscal Compact of the European Union.

Dataset Information

Beyond Healthiness: The Impact of Traffic Light Labels on Taste Expectations and Purchase Intentions.

Publications

Beyond Healthiness: The Impact of Traffic Light Labels on Taste Expectations and Purchase Intentions.

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