How nutrition information influences online food sales

Peng Zou () and Jingwen Liu ()
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Peng Zou: Harbin Institute of Technology
Jingwen Liu: Harbin Institute of Technology

Journal of the Academy of Marketing Science, 2019, vol. 47, issue 6, No 10, 1132-1150

Abstract: Abstract Although nutrition information informs consumer decisions at the point of sale in offline stores, it is unclear whether such information affects online food sales. Using a field experiment, we examine three issues: (1) the impact of nutrition information in online food shopping; (2) the interaction effects between nutrition information and seller reputation; and (3) the different effects of healthy and unhealthy food sales. Results indicate that nutrition information significantly increases food sales in online conditions and that seller reputation can strengthen the impact of such information. Furthermore, nutrition information creates more sales of healthy (versus unhealthy) food. Using an eye-tracking experiment to measure whether purchasers pay attention to nutrition information, we find that participants who look at nutrition information longer tend to choose foods with nutrition-fact labels.

Keywords: Nutrition information; Online food sales; Seller reputation; Eye tracking (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (7)

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DOI: 10.1007/s11747-019-00668-4

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