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International Journal of Public Health and Medical Research

ISSN: 3006-7707 (Print), ISSN: 3006-3752 (Online) | Volume 1, Number 2, Year 2024

DOI: https://doi.org/10.62051/ijphmr.v1n2.03

Journal homepage: https://wepub.org/index.php/IJPHMR/index

Content from this work may be used under the terms of CC BY-NC 4.0 licence (https://creativecommons.org/licenses/by-nc/4.0/).

Published by Warwick Evans Publishing.

WEP Warwick

Evans

Publishing

The Impact of Food Nutrition Labels on Consumer Behavior: A Cross-national Survey and Quantitative Analysis

Xiaoying Wang

New York University, New York, NY 10003, USA

[email protected]

ABSTRACT

This study explores the impact of food nutrition labels on consumer behavior through a cross- national survey and quantitative analysis. Globally, food nutrition labels have become an essential reference for consumers when choosing food products, and their significance is increasingly evident. Firstly, we found that the accuracy of food nutrition labels significantly influences consumer behavior. Accurate label information helps consumers make informed purchasing decisions, choosing healthier and more nutritious foods. However, inaccurate or misleading label information can lead to consumer misunderstanding, potentially triggering unhealthy eating habits or excessive intake of certain nutrients. Secondly, the readability and comprehensibility of food nutrition labels are also crucial factors affecting consumer behavior. Labels that are easy to read and understand provide more authentic and accurate product nutrition information, helping consumers quickly grasp the main ingredients and nutritional value of foods. Therefore, when designing food labels, manufacturers should focus on improving information readability and comprehensibility to facilitate consumer access to the required information. Furthermore, our research indicates that health claims and nutrition facts tables on food nutrition labels positively guide consumers’ health awareness. An increasing number of consumers are beginning to pay attention to the nutritional content and health value of foods, preferring those labeled with health claims or nutrition facts tables. These labels not only provide scientific dietary advice to consumers but also help them control calorie intake and maintain healthy eating habits. In the cross-national survey, we also observed variations in consumer attention to food nutrition labels across different countries and regions. In developed countries, consumers tend to place a higher emphasis on food labels, whereas in developing countries, due to a lack of nutritional knowledge, consumer attention to food labels is relatively low. Therefore, manufacturers and governments should tailor strategies to increase consumer awareness and utilization of food nutrition labels based on the characteristics of consumers in different regions. Finally, quantitative analysis further confirms the impact of food nutrition labels on consumer purchasing decisions. Information on labels, such as calorie content, fat, fiber, sugar, etc., can help consumers make more scientific and reasonable choices for their food products. Meanwhile, health slogans and related certification marks on labels can increase consumer recognition of the product’s health value, thereby enhancing their willingness to purchase. In summary, food nutrition labels have a profound impact on consumer behavior. To ensure that consumers can make informed purchasing decisions, manufacturers and governments should strive to improve the accuracy, readability, and comprehensibility of food nutrition labels, and strengthen the popularization and education of related knowledge.

KEYWORDS

Food nutrition labels; Consumer behavior; Cross-national survey; Quantitative analysis

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1. INTRODUCTION

2.1. Research Background and Significance

Amidst the global enhancement of health awareness, food nutrition labels serve as crucial tools for

conveying nutritional information and health claims, profoundly influencing consumers’ purchasing

decisions. However, further exploration is needed to understand how nutrition labels specifically

affect consumer behavior and the variations of this impact across different countries and regions.

Additionally, with the globalization of the market economy and the internationalization of commodity

circulation, differences in food nutrition labeling regulations and standards among countries may also

influence consumer purchasing behavior. Therefore, this study aims to comprehensively reveal the

mechanism of the impact of food nutrition labels on consumer behavior through a cross-national

survey and quantitative analysis. This not only holds significant theoretical value, enriching and

improving consumer behavior theory to provide theoretical support for nutrition label design and

related policy formulation, but also has far-reaching practical implications. It can offer more effective

dietary guidance to consumers, provide a basis for government policy-making, help food companies

more accurately grasp market demand, enhance product competitiveness, and promote the healthy

development of the entire food industry[1].

2.2. 1.2 Research Methods and Data Sources

This study employs a mixed methodology, combining qualitative and quantitative research

approaches to delve into the impact of food nutrition labels on consumer behavior. Initially, through

extensive literature review, we sort out existing theories and research on food nutrition labels and

consumer behavior, laying a theoretical foundation for subsequent empirical research. Subsequently,

a detailed questionnaire survey is designed, targeting consumers from different countries to collect

large-scale data. The content includes basic consumer information, shopping habits, attention to food

nutrition labels, understanding and usage, etc. To gain deeper insights into consumer perspectives,

we also select a representative group of consumers for in-depth interviews. Meanwhile, statistical

software such as SPSS and AMOS is utilized to analyze the collected data, revealing the intrinsic

connection between food nutrition labels and consumer behavior. Data sources encompass publicly

available data, survey data, interview records, and retail and sales data obtained through collaboration

with retailers. This information not only provides a macro background and industry trends but also

directly reflects consumers’ cognition and usage of food nutrition labels, as well as the impact of

labels on sales volume. By integrating these methods and data sources, this study aims to

comprehensively and deeply explore the influence of food nutrition labels on consumer behavior,

aiming to provide a scientific basis for policy formulation and marketing.

2. OVERVIEW OF FOOD NUTRITION LABELS

2.1. Definition and Function of Food Nutrition Labels

Food nutrition labels are explanations of the nutritional characteristics on food labels, including

nutritional fact tables and additional nutritional fact tables. They are the simplest and most direct way

for consumers to understand food nutrition information and acquire nutritional knowledge.

Specifically, food nutrition labels must indicate the content of nutrients and their percentage of the

Nutrient Reference Values (NRV), commonly known as the “1+4” rule. This means that the

nutritional information on the label must include the content and NRV percentage of energy and four

core nutrients (protein, fat, carbohydrates, and sodium).The primary functions of food nutrition labels

are to guide and standardize the labeling of food nutrition, ensuring that the nutritional information

on food labels is authentic, objective, and credible, in compliance with the national standard “General

Principles for Nutrition Labeling of Prepackaged Foods.”(as Figure 1) Additionally, they aim to guide

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consumers in making informed choices about prepackaged foods by clearly and accurately displaying

the nutritional composition and information of foods, helping consumers understand the nutritional

characteristics of foods and make wiser purchasing decisions. Furthermore, they promote public

dietary nutrition balance and physical health. The popularization and use of nutrition labels help raise

awareness of nutritional knowledge, guiding people to form healthy eating habits, thereby promoting

dietary nutrition balance and physical health. The utmost importance lies in protecting consumers’

right to know and choose. Nutrition labels provide consumers with essential food nutrition

information, enabling them to have a more comprehensive understanding of food ingredients and

characteristics, thereby protecting their right to know and choose. Food nutrition labels play a crucial

role in assisting consumers in purchasing foods, understanding food nutrition information, and

protecting their rights and interests [1, 2].

Figure 1. General Principles for Nutrition Labeling of Prepackaged Foods

2.2. International Standards and Differences in Food Nutrition Labels

The international standards and differences in food nutrition labels primarily manifest in varying

content, formats, and labeling requirements across different countries and regions. The Food and

Drug Administration (FDA) in the United States requires specific labeling standards, mandating the

inclusion of total fat, saturated fat, cholesterol, sodium, total carbohydrates, dietary fiber, sugar,

protein content, as well as vitamins and minerals on the label. The European Union (EU) has

established standards that require food packaging to include nutrition labels. Labels must list the

food’s energy value, fat, saturated fat, sugar, salt, and protein content. China’s Food Safety Law

requires that food packaging must indicate the nutritional fact table. The label should include the

food’s total energy, protein, fat, saturated fat, trans fat, carbohydrates, sugar, sodium, and cholesterol

content. Moreover, different countries and regions may formulate different nutrition labeling

requirements based on factors such as economic strength, implementation difficulty, reading ability

of the population, and corporate execution capabilities. For instance, some countries may demand the

indication of more nutrients, while others may only require the indication of basic nutrients. Overall,

although there are differences in the specific requirements of food nutrition labels among countries,

the common goal is to provide accurate, comprehensive, and easy-to-understand nutritional

information so that consumers can make informed food choices. At the same time, these standards

contribute to the healthy development of the food industry, improving food quality and safety.

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2.3. Development Trends of Food Nutrition Labels

Firstly, the trend is toward comprehensiveness and transparency of information. Future food nutrition

labels will not be limited to basic ingredients and nutrients but will also include more detailed

information such as food processing techniques and place of origin. This will help consumers have a

more comprehensive understanding of the safety and authenticity of foods.

To enhance the reading experience and convenience for consumers, food nutrition labels will

increasingly adopt visual forms such as charts and images to display the nutritional content of foods.

This intuitive approach will enable consumers to quickly understand the nutritional value of foods.

Secondly, the establishment of a traceability system is essential. As consumers’ demands for food

safety and quality increase, future food nutrition labels will be connected to a food traceability system.

Consumers can inquire about the production process, supply chain, and other information of foods

by scanning the QR code on the label, thereby enhancing trust in foods. Moreover, the application of

intelligent technology in food nutrition label supervision will become increasingly common. For

example, by utilizing QR code or barcode technology, consumers can easily obtain detailed

nutritional information and ingredient lists, improving the readability and comprehensibility of labels.

Most importantly, the authenticity of information will be strengthened. Given the frequent occurrence

of food safety issues in recent years, regulatory authorities will further strengthen the supervision of

label content authenticity, increasing efforts to crack down on false advertising and misleading

consumer behavior to protect consumers’ rights and interests. The development trend of food nutrition

labels will focus more on the comprehensiveness, transparency, and visualization of information.

Simultaneously, intelligent technology will be utilized to improve the readability and authenticity of

labels to meet consumers’ demands for food safety and nutritional information [3].

3. THEORETICAL BASIS OF CONSUMER BEHAVIOR

3.1. Consumer Decision-making Process

The consumer decision-making process is a complex one involving multiple stages and factors. This

process begins when a consumer recognizes a problem or need, gathers relevant information to

evaluate different options, and ultimately makes a purchase decision. Problem recognition:

Consumers first identify and understand their needs or problems, which may be based on internal

motivations (such as hunger or thirst) or external stimuli (such as advertising or recommendations

from others).Once a problem is identified, consumers begin to gather information from various

sources, including personal experience, advice from friends and family, product reviews, advertising,

and social media. This information helps consumers understand the characteristics, prices,

performance, and other aspects of different brands and products. After collecting enough information,

consumers evaluate different options, comparing the advantages and disadvantages of various brands

or products, and considering factors such as price, quality, performance, and reputation. Finally,

consumers choose one or more brands or products based on their needs and preferences. After

determining the brand or product to purchase, consumers further consider where to buy it. This may

involve comparing prices, services, convenience, and other factors across different stores. Once a

decision is made, consumers proceed with the purchase. After the purchase, consumers use and

evaluate the product. If the product meets expectations, consumers may feel satisfied and recommend

it to others; if it does not, they may feel disappointed and consider switching brands or products. Post-

purchase evaluation also affects consumers’ future purchase decisions. Purchase involvement is an

important influencing factor in the consumer decision-making process. It refers to the degree of

interest or concern that consumers have in the decision-making process due to a specific purchase

need. Different levels of purchase involvement can lead to different decision types, such as nominal

decision-making (low involvement, simple purchase), limited decision-making (medium involvement,

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requiring some comparison and selection), and extended decision-making (high involvement,

requiring in-depth research and consideration).

In addition, the consumer decision-making process is influenced by various factors, including

personal experience, family influence, reference groups, and cultural factors. These factors play an

important role in the process of consumers gathering information, evaluating options, and making

final decisions. Understanding the consumer decision-making process helps companies better

understand consumer needs and behaviors, enabling them to develop more effective marketing and

product strategies. By providing products and services that meet consumer needs and expectations,

companies can improve consumer satisfaction and loyalty, thereby enhancing their market share and

competitiveness.

3.2. Consumer Perception and Attitude

Consumer perception refers to the process by which consumers process, analyze, and interpret

external information about a product in the market, ultimately forming a specific understanding of

the product. This process involves a series of information gathering, interpretation, and integration,

including perception, sensation, imagination, memory, and thinking. Consumers’ ability to process

and interpret information is key to the cognitive process, with information sources potentially

including personal experience, recommendations from friends and family, sales techniques used by

marketing personnel, product packaging text descriptions, and mass media such as television

advertisements. Consumer attitude, on the other hand, represents an individual’s relatively stable

psychological reaction tendency towards a particular object, encompassing cognitive evaluation,

emotional response, and behavioral tendency. Specifically, attitude consists of three main

components: cognitive, affective, and behavioral. The cognitive component is composed of

consumers’ beliefs about a particular object, representing their evaluation of the attitude object and

forming the foundation of their attitude. The affective component reflects consumers’ feelings or

emotional reactions towards an object, which is closely related to their behavior. The behavioral

component is the external manifestation of consumers’ attitudes, representing their reaction tendency

towards relevant goods and services. In the shopping decision-making process, consumers’ perception

and attitude interact and influence each other. Consumers’ perception of a product affects their attitude

towards it, which in turn influences their purchase decisions and behaviors. Therefore, businesses and

merchants need to deeply understand consumers’ perception and attitude during the market promotion

and product sales process to better meet consumer needs, enhance brand image, and promote product

sales. Additionally, various factors influence consumers’ perception and attitude, including age,

gender, culture, occupation, personal economic factors, and more. These factors can lead different

consumers to have different perceptions and attitudes towards the same product (as figure1 and

figure2). When formulating market strategies, enterprises should fully consider these differences to

more effectively target different consumer groups for market promotion. Consumer perception and

attitude are integral parts of consumer behavior research, playing a significant role in understanding

consumer behavior, predicting market trends, and formulating effective market strategies [1, 4].

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Figure 2. Propensity score distribution and common support area for direct impact assessment

Figure 3. Propensity score distribution and common support area for spillover effect assessment.

4. CROSS-NATIONAL SURVEY DESIGN AND IMPLEMENTATION

4.1. Survey Respondents and Sample Selection

Selecting survey respondents and samples is crucial when conducting a cross-national survey on the

impact of food nutrition labels on consumer behavior.

The survey respondents primarily include consumers across multiple countries, particularly those

who pay attention to food nutrition labels and make purchase decisions based on them. Due to cultural

backgrounds, consumption habits, and economic conditions varying among different countries, the

survey respondents should possess a certain level of representativeness to reflect consumer behavior

characteristics in various countries and regions. The samples should come from diverse countries and

regions to ensure the cross-national and universal nature of the survey results. When selecting samples,

factors such as the economic development level, cultural background, and consumption habits of each

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country should be fully considered. The sample size should be sufficiently large to ensure the

accuracy and reliability of the survey results. Meanwhile, the sample size should be adjusted

according to the actual situations in different countries and regions. The samples should possess a

certain level of representativeness, reflecting the demand and behavior characteristics of consumers

across different age groups, genders, occupations, and income levels. Additionally, consumers with

specific consumption habits or those who pay attention to food nutrition labels can be selected as

samples based on the research objectives. During the sampling process, methods such as random

sampling and stratified sampling can be employed to ensure the representativeness and randomness

of the samples. Meanwhile, appropriate sampling methods should be selected based on the actual

situations in different countries and regions. When conducting cross-national surveys, the linguistic

and cultural differences among different countries should be fully considered. It may be necessary to

design multi-language versions of the survey questionnaire and adapt it to the local cultural

background and consumption habits. Legal policies regarding food nutrition labels may vary among

countries (as Table 1). Therefore, it is essential to fully understand and comply with local laws and

regulations during the survey process. To ensure the accuracy and reliability of the survey results,

strict data quality control measures should be implemented, including questionnaire design, data

collection, data processing, and analysis. Selecting appropriate survey respondents and samples is

crucial for conducting a cross-national survey on the impact of food nutrition labels on consumer

behavior (as Table 1). Through scientific sampling methods and strict data quality control, the

accuracy and reliability of the survey results can be ensured, providing strong support for relevant

policy formulation and business decision-making.

Table 1. Key Elements and Considerations

Key Elements and

Considerations

Description

Survey Respondents Consumers across multiple countries, particularly those

attentive to food nutrition labels

Sample Diversity Respondents from diverse countries, economic backgrounds,

cultures, and consumption habits

Sample Size Sufficiently large to ensure accurate and reliable survey results

Sampling Methods Random sampling, stratified sampling

Linguistic and Cultural

Considerations

Design multi-language versions of the survey, adapt to local

culture and habits

Legal Policies Compliance with local laws and regulations regarding food

nutrition labels

Data Quality Control Measures include questionnaire design, data collection,

processing, and analysis

4.2. Survey Tools and Questionnaire Design

Conducting a cross-national survey on the impact of food nutrition labels on consumer behavior

requires the use of effective survey tools and carefully designed questionnaires to ensure data

accuracy and reliability. The first step is to determine the survey method. Online survey platforms

can facilitate cross-national surveys and collect large amounts of data. These platforms often support

multiple languages, adapting to the linguistic environments of different countries. Social media and

online forums are important channels for obtaining consumer opinions and feedback. Monitoring and

analyzing discussions on these platforms can provide insights into consumers’ attitudes and behaviors

regarding food nutrition labels. Collaborating with professional market research institutions can offer

more comprehensive and in-depth cross-national survey services, including sample selection, data

collection, and analysis. When designing the questionnaire, the survey’s purpose and research

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questions should be clarified first to ensure that the questionnaire content specifically collects the

required information. In cross-national surveys, cultural backgrounds and consumption habits can

lead to variations in consumers’ understanding and use of food nutrition labels. Therefore, the

questionnaire design should consider these differences and avoid using terminology and expressions

that may cause misunderstanding or ambiguity. The questionnaire should include various types of

questions, such as multiple-choice and open-ended questions, to gather rich data. The order of the

questions should follow a logical sequence, progressing from simple to complex and general to

specific. For cross-national surveys, the questionnaire needs to be translated into multiple languages.

During the translation process, semantic accuracy and fluent expression should be ensured, and

professionals should proofread the translations to avoid misunderstandings due to language issues. In

the questionnaire design, participants should be clearly informed about the purpose and use of data

collection, and appropriate measures should be taken to protect their privacy and data security. Before

the formal survey, a pre-test should be conducted to assess the questionnaire’s validity and reliability.

Based on the pre-test results, necessary revisions and improvements can be made to the questionnaire.

Appropriate data analysis tools should be selected to process and analyze the collected data, extracting

useful information and conclusions.

Conducting a cross-national survey on the impact of food nutrition labels on consumer behavior

requires a combination of various survey tools and a carefully designed questionnaire (as Table 2).

Through scientific methods and a rigorous approach, accurate and reliable data can be obtained,

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