Ingredient labeling and health claims influencing consumer perceptions, purchase intentions, and willingness to pay

This study examined impacts of different types of fiber labels (i.e., a regular label; fiber-labeled; fiber-labeled with a health claim) on consumers' perceptions, purchase intentions, and willingness to pay. Consumers' taste- and health-consciousness and degree of food neophobia were cons...

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Bibliographic Details
Published in:Journal of foodservice business research 2016-08, Vol.19 (4), p.352-367
Main Authors: Hwang, Johye, Lee, Kiwon, Lin, Ting-Ning
Format: Article
Language:English
Subjects:
Consumer perceptions
food marketing
food neophobia
health claims
ingredient labeling
taste/health-consciousness
willingness to pay
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Summary:This study examined impacts of different types of fiber labels (i.e., a regular label; fiber-labeled; fiber-labeled with a health claim) on consumers' perceptions, purchase intentions, and willingness to pay. Consumers' taste- and health-consciousness and degree of food neophobia were considered as moderators. Results reveal that different types of labels significantly influenced consumers' perceptions toward the product. Consumers with higher overall perceptions had higher purchase intentions. Fiber labeling with a health claim made consumers willing to pay more. The analysis found a direct impact on the purchase intentions of consumers' health-consciousness and their overall perceptions.
ISSN:1537-8020
1537-8039
DOI:10.1080/15378020.2016.1181507