Effects of Nutrition Facts Panel Values, Nutrition Claims, and Health Claims on Consumer Attitudes, Perceptions of Disease-Related Risks, and Trust

Abstract

In a between-subjects experiment, the authors examine how differences in Nutrition Facts information on fat and fiber, coupled with differing claims for these nutrients (including multiple nutrient claims and a health claim), influence consumers’ product evaluations, perceptions and awareness of disease risk, and trust of the claims and Nutrition Facts information. Results show that the Nutrition Facts information regarding fat affects consumers’ evaluations and perceptions of disease risk but that information on fiber does not. Claims do not affect product evaluations or purchase intentions, and there is a weak effect of inclusion of a health claim on disease risk perceptions. Consumers are less likely to recognize incongruencies in claim and Nutrition Facts information about fiber than fat. Incongruencies regarding the level of fat in the product result in lower trust in the claim information but do not affect trust in the Nutrition Facts data. The authors discuss implications for consumer welfare and public policy.