Evaluating USA’s New Nutrition and Supplement Facts Label: Evidence from a Non-hypothetical Choice Experiment

Di Fang, Rodolfo Nayga, H. A. Snell, G. H. West and Claudia Bazzani
Additional contact information
H. A. Snell: University of Arkansas
G. H. West: University of Arkansas

Journal of Consumer Policy, 2019, vol. 42, issue 4, No 4, 545-562

Abstract: Abstract In May 2016, the FDA published new rules for Nutrition and Supplement Facts label formats and contents, which take effect in 2019. The revised labelling is designed to help consumers make better-informed product choices in support of a healthier diet. Changes in nutrition label requirements include the prominent display of “calories per serving” and “serving size” as well as updated nutritional requirements and information reflecting contemporary scientific knowledge about diet–disease relationships. No other known study however has directly examined whether these new upcoming changes will help consumers make healthier choices. To fill this void, we conducted a non-hypothetical choice experiment on “light” and “original” strawberry yogurt products at a major public University in the USA. Using a generalized mixed logit model with a scale parameter to account for taste heterogeneity among participants, we find that the new label changes food choice behavior. Specifically, we find that the new label reduces consumer’s preferences for both original and low-fat yogurts. This finding is evident among the more health-conscious subsample. It is possible that the new label generates an “alarm” effect given the revised features on calories, added sugar and serving size, especially among those who are more nutrition and health conscious and those who use labels for nutrient information.

Keywords: Nutrition facts label; Non-hypothetical experiment; WTP (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://link.springer.com/10.1007/s10603-019-09426-z Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jcopol:v:42:y:2019:i:4:d:10.1007_s10603-019-09426-z

Ordering information: This journal article can be ordered from
http://www.springer. ... es/journal/10603/PS2

DOI: 10.1007/s10603-019-09426-z

Access Statistics for this article

Journal of Consumer Policy is currently edited by Hans Micklitz, John Thøgersen, Lucia A. Reisch, Alan Mathios and Christian Twigg-Flesner

More articles in Journal of Consumer Policy from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().