Exploration of the applicability of the front-of-package nutrition label to advertising in comparison with the label on the product package

被引:4
作者
Shin, Sumin [1 ]
Park, SangHee [2 ]
机构
[1] Oklahoma State Univ, Sch Media & Strateg Commun, Stillwater, OK 74078 USA
[2] Univ Wisconsin, Dept Commun, Whitewater, WI USA
关键词
Front-of-package label; Food advertising; Print media; Advertising effectiveness; Consumer attitude; Nutrition knowledge; ELABORATION LIKELIHOOD MODEL; BEHAVIORAL INTENTIONS; HEALTH CLAIMS; FOOD CHOICES; INFORMATION; QUALITY; METAANALYSIS; INVOLVEMENT; KNOWLEDGE; PURCHASE;
D O I
10.1108/JCM-01-2022-5122
中图分类号
F [经济];
学科分类号
02 ;
摘要
PurposeA front-of-package label is a simple and effective way to communicate nutrition information to consumers. However, the use of the label has been limited to product packages. The purpose of this study is to explore the applicability of a front-of-package label to food print advertisements and to examine how the degree of nutrient content on the label influences consumer perceptions and behavioral intention. Design/methodology/approachMany food product manufacturers voluntarily use a front-of-package nutrition label showing specific information per serving size for calories, saturated fat, sodium and sugar. This exploratory, experimental research evaluates the thoughts, feelings and behavioral intention changes of consumers in response to a front-of-package label on a print advertisement and a product package. Two experiments were conducted online. FindingsThe presence of a front-of-package label in the ad increases ad responses involving perceived healthfulness of the product, ad attitude, brand attitude, healthy brand image and purchase intention. In addition, the healthier nutrient content listed on the label positively affects the audience's responses. However, the front-of-package label on the product package increases only perceived healthfulness. Information about the degree of nutrient content indirectly influences intention to purchase the advertised healthy/unhealthy product sequentially via perceived healthfulness of the product, ad attitude, brand attitude and healthy brand image. Research limitations/implicationsTo generalize the results, various product categories should be tested with the same research design in future studies. Practical implicationsThis study recommends that communication practitioners place a front-of-package label on their print advertisements even though the food is not healthy. However, practitioners should keep in mind that a front-of-package label does not increase sales in the long term if the product is unhealthy. Originality/valueThe major contribution of this study is its exploration of the applicability of a front-of-package label to the advertising context. The label plays a role as a message cue a consumer can use to evaluate the ad, brand and product.
引用
收藏
页码:413 / 430
页数:18
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