The Differential Effects of Physical Activity Calorie Equivalent Labeling on Consumer Preferences for Healthy and Unhealthy Food Products: Evidence from a Choice Experiment

Xiaoke Yang, Yuanhao Huang, Mengzhu Han, Xiaoting Wen, Qiuqin Zheng, Qian Chen and Qiuhua Chen
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Xiaoke Yang: College of Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Yuanhao Huang: School of Business, Renmin University of China, Beijing 100089, China
Mengzhu Han: College of Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Xiaoting Wen: College of Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Qiuqin Zheng: College of Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Qian Chen: College of Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Qiuhua Chen: College of Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China

IJERPH, 2021, vol. 18, issue 4, 1-16

Abstract: Background : Since numerical calorie labels have limited effects on less-calorie food ordering, an alternative called physical activity calorie equivalent (PACE) labels, which exhibit calories using visible symbols and the minutes of exercise to burn off the calories, may be more effective in reducing calories ordered. Methods : By using a choice experiment (CE) approach, the aims of this study were to estimate the effects of PACE labels on consumer preferences for healthy and unhealth food. Red date walnuts and potato chips were used as the representatives of healthy and unhealthy foods respectively in this study. Moreover, future time perspective (FTP) is an individual trait variable of consumers, which has been recognized as a significant driver of healthy behaviors. We also included FTP into the interaction with PACE labels. Results : Firstly, the results were opposite between the healthy and unhealthy food groups. Respondents showed significantly more positive attitudes toward red date walnuts (i.e., healthy food) with PACE labels, while they showed significantly more negative preferences for chips (i.e., unhealthy food) with PACE labels. Secondly, people with higher FTP are preferred red date walnuts with PACE labels, while PACE labels on chips could undermine the preferences of respondents with higher FTP. Thirdly, we found that women (vs. men) were less inclined to choose healthy food with standard calorie labels and labels showing the minutes of running to burn off the calories, as well as that the elderly (vs. younger) people in the healthy food group preferred the labels showing the minutes of running to burn off the calories. People with a higher body mass index (BMI) were reluctant to purchase walnuts with the information about the minutes of walking. Conclusions : Results from this study showed that PACE labels have significant effects on consumers’ preferences for food products.

Keywords: PACE labeling; food choice; FTP; unhealthy foods; healthy foods (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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