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.
Adults aged 18-65 years residing in Korea
Adults aged 21-65 years residing in Singapore
None
Sequential
Positively framed FOP labels (present versus absent) x Price (high versus low)
BehavioralThe intervention combines either a front-of-pack (FOP) label that frames high nutrition or no FOP label with price variation. Products are randomly assigned to either receive a positively-framed FOP label or no label, and to either a high or a low price. This yields four experimental arms: 1. Positively framed FOP label with high price 2. Positively framed FOP label with low price 3. No label with high price 4. No label with low price
Graded FOP labels (no label vs. high rating (grade A) vs. low rating (grade D)) x Price (average vs. premium)
BehavioralThe intervention combines either a graded front-of-pack (FOP) labelling or no FOP labelling with price variation. Products are randomly assigned to either receive a graded label or no label, and to either a premium or an average price. This yields six experimental arms: 1. High grade (A) with premium price 2. Low grade (D) with premium price 3. No label with premium price 4. High grade (A) with average price 5. Low grade (D) with average price 6. No label with average price
Consumers behavior
Study 1: Participants achieve a response by choosing between two menu food items they would purchase for their co-worker in online experimental platform. Study 2: Participants rate their intention to purchase grocery items on a 7-point scale (1 = least likely, 7 = most likely) in online experimental platform.
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Duke-NUS Graduate Medical School
Lead sponsor
Korea University
Collaborator
National University of Singapore
Collaborator
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