The impact of nutrition claims on purchase behavior for food products
利用英国家庭扫描数据，研究了包装上强调健康成分存在或不存在不健康成分的声明如何影响消费者选择，发现存在声明增加选择概率，不存在声明则降低，但两者均不影响购买数量。
• Presence claims increase SKU choice probabilities, while absence claims decrease these. • Presence nor absence claims impact SKU quantity purchased. • SKU price, SKU promotion depth and advertising spending moderate these probabilities. • Category healthiness and claim penetration moderate these probabilities. Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009–2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.