The Effects of Nutrition and Health Claim Information on Consumers’ Sensory Preferences and Willingness to Pay

Does Nutrition Knowledge Help? Heterogeneity Analysis of Consumers' Willingness to Pay for Pre-Packed Mooncakes Labeled with the Smart Choice Logo

The Smart Choice logo (SCL), as an encouraging form of front-of-package nutrition labeling (FOPNL), helps consumers to choose low-oil, -salt, and -sugar mooncakes during the Mid-Autumn Festival. It is widely acknowledged that nutrition knowledge contributes to nutrition label use, but there has been little research on whether it helps enhance consumers' willingness to pay (WTP). Our study aims to fill this gap by investigating 630 randomly selected Chinese adults from Jilin, Inner Mongolia, Shaanxi, Shandong, Henan, Sichuan, and Guangdong. The semi-double-bounded dichotomous choice contingent value method was selected to measure their WTP for pre-packed mooncakes with the SCL at 20 different premium levels, ranging from 0% to 95% of the price per unit. It was found that the respondents' WTP decreased by 0.7% as the premium level increased by 1%, and the WTP of people from South China, those who were obese, and those with a high income was not sensitive to changes in premium. Nutrition knowledge played a negative moderating role, and the probability of the premium levels affecting WTP decreased by 1.0% for each 1 point increase in the nutrition knowledge level. These findings highlight the potential implications associated with SCL promotion and differentiated mooncake pricing, as well as the supply of healthier Chinese holiday foods.

How Sugar Labeling Affects Consumer Sugar Reduction: A Case of Sucrose Grade Labels in China

The effectiveness of sugar labeling depends not only on direct sugar reduction but also on the extent to which compensatory eating occurs. This study focuses on the use of sucrose grade labels in the Chinese market to investigate not only consumers' willingness to pay (WTP) for different sucrose labels but also the consistency of their sugar control behavior when confronted with unlabeled processed foods. The findings reveal that consumers are willing to pay approximately 4%, 7%, and 7% more for yogurt labeled as "low sucrose", "no sucrose", and "no sucrose with sugar substitutes", respectively, compared to yogurt labeled as "regular sucrose." Furthermore, when subsequently presented with unlabeled toast, a significant proportion of consumers who initially chose "no sucrose" yogurt continued to select wholewheat toast, which contains less sugar than white and coconut toast. This indicates their commitment to maintaining their sugar control behavior. The study provides valuable experimental evidence for researchers, food manufacturers, and policymakers regarding the efficacy of sucrose grade labels. In particular, it offers policymakers insights into guiding consumers to promote sustainable healthy diets.

Chinese consumers' psychology and behavior of the foods with nutrition claims based on AISAS model

Objective

We analyzed the impact of nutrition claims on Chinese consumer psychology and behavior process based on the theoretical framework of AISAS (Attention-Interest-Search-Action-Share) model.

Design

To adopt questionnaires to collect gender, age, income and other basic information of adult residents and a 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) to collect data on residents' attention to nutrition claims, interest in nutrition claims, search on nutrition claim information, purchasing behavior on food with nutrition claims, sharing information on food with nutrition claims. Then to study the relationship between the basic situation of residents and their attention, interest, search, food purchase behavior and sharing of nutrition claims by using exploratory factor analysis, reliability and validity test, structural equation modeling estimation and hypothesis testing.

Participants

Chinese adults.

Setting

Multi-stage stratified random sampling method was used to collect the valid online questionnaire of 630 Chinese adults from Central, North, East, South, Northwest, Southwest, and Northeast China.

Results

Younger adults and those with higher household incomes exhibited heightened attention to nutrition claims. Furthermore, consumers' attention to nutrition claims could be transformed into food information sharing through interest, information search, and food purchase. Consumers' interest in food with nutrition claims could be transformed directly into food purchase. Consumers' search for related information could be directly transformed into food information sharing.

Conclusion

Chinese consumers' age and household income could be included in the AISAS model for the foods with nutrition claims, and the consumers' action and share could transform from their interest and search.

The Effect of Vice-Virtue Bundles on Consumers' Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments

Packaged foods have significantly expanded their market presence, with the utilization of vice-virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice-virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with vice-virtue bundles owing to the perception of it being healthier than vice packaged food with vice-virtue bundles. Furthermore, Experiment 3 (n = 249) employs moderated mediation analysis, uncovering that both the heightened purchase intention for vice-packaged food with vice-virtue bundles and the mediating effect of perceived healthiness are attenuated among consumers with prevention (vs. promotion) focus. Beyond contributing to theories on packaged food consumption, vice-virtue bundles, and regulatory focus theory, these findings hold practical implications for packaged food marketing, promoting rational food choices, and enhancing healthier diets.