Consumer Behavior

The global epidemic of obesity and chronic diseases has led to widespread use of front-of-package (FOP) nutrition labels. While existing research has established a link between FOP labels and consumer choices, the interplay between product types, consumer perceptions, and label effectiveness is underexplored. This study examines: 1) whether consumers perceive healthier food item as more expensive when healthiness is less obvious; 2) how FOP labels mediate the relationship among product characteristics, price, and consumer's belief about food healthiness and price on choices; and 3) whether food choice changes given a price, with and without FOP labels, are more prominent for products where the perceived healthiness by consumers significantly differs from label indications. The investigators will conduct experiments with online panelists in Korea and Singapore in two settings: restaurant menus and grocery items. Results will inform more impactful nutritional information policies for healthier food choices and improved population health.