The Effect of Positive and Negative Nutrition/Health Advertising Label Claims on Intention to Buy

John L Stanton, Stephen Baglione and Ekaterina Salnikova

Holistic Marketing Management Journal, 2023, vol. 13, issue 2, 9-23

Abstract: This study aims to determine which of the benefits and attributes expressed as the front of the package claims can have the greatest impact on consumers’ willingness to buy milk and to understand the role of stating these in either a positive or negative fashion. Focus groups were conducted throughout the U.S. to identify attributes and benefits most and least important for fluid milk purchase. This information was used in a discrete choice experiment. Over 2,000 respondents were recruited from MTurk nationally and asked to complete the survey online. The quantitative results show that negative attributes and benefits are most important. However, producing GMO-free or rBST-free milk is more expensive and may not be cost-effective in a declining market.

Keywords: labeling; discrete choice experiment; focus groups; GMO; fluid milk; health claims (search for similar items in EconPapers)
JEL-codes: L66 L81 M31 M37 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:13:y:2023:i:2:p:9-23

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