Measuring the Informational Value of Interpretive Shelf Nutrition Labels to Shoppers

Chen Zhen and Xiaoyong Zheng ()

No 212812, 2016 Allied Social Sciences Association (ASSA) Annual Meeting, January 3-5, 2016, San Francisco, California from Agricultural and Applied Economics Association

Abstract: We use the voluntary adoption of the NuVal shelf nutrition labels by a grocery retailer to estimate the value of these labels to shoppers in the yogurt category. Using an incomplete quadratic almost ideal demand system to represent consumer demand, we found a statistically significant positive effect of these shelf labels on demand for yogurt with above-average NuVal scores. The coefficients on the NuVal treatment variable in the demand equations for yogurt with below-average NuVal scores and unlabeled yogurt are not statistically significant. The value of nutrition information brought by NuVal labels is estimated to be 3.1% of consumer expenditures on yogurt at the store that uses the labels.

Keywords: Food; Consumption/Nutrition/Food; Safety (search for similar items in EconPapers)
Pages: 19
Date: 2015
New Economics Papers: this item is included in nep-agr and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:assa16:212812

DOI: 10.22004/ag.econ.212812

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