The Effects of Multiple Health and Nutrition Labels on Consumer Food Choices
通过选择实验，研究了同时呈现多个健康与营养标签对消费者食品选择的影响，发现多数情况下多个标签同时出现并不增加消费者效用，对监管和商业决策有参考价值。
Abstract Consumers face an increasing availability of information on health and nutritional aspects of foods, especially on food package labels. Previous research has identified that this information is positively valued, but the effect of presenting several items of information simultaneously is not well understood. We conduct a choice experiment to identify the effects of multiple health and nutrition information labels for two products representing a healthy and less healthy food choice. Although our consumers attach positive utility to most of the individual labels evaluated here, the simultaneous presence of more than one label only has positive impact on utility in one of nine possible cases. Therefore, promotion of multiple labels should not be considered beneficial a priori either from a regulatory or business perspective. In addition, results show that consumers show a higher willingness to pay for nutrition and health labels for less healthy products.