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Demand for details on food labels includes the good – and the bad

Date:
November 19, 2013
Source:
Cornell University
Summary:
It’s no surprise that labels are becoming the “go to” place when people have questions about how food is produced. But new research finds that consumers crave more information, especially for the potentially harmful ingredients that aren’t included in the product.
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FULL STORY

It’s no surprise that labels are becoming the “go to” place when people have questions about how food is produced. But new Cornell University research finds that consumers crave more information, especially for the potentially harmful ingredients that aren’t included in the product.

The laboratory study of 351 shoppers found consumers willing to pay a premium when a product label says “free of” something, but only if the package includes “negative” information on whatever the product is “free of.”

For example, a food labeled “free” of a food dye will compel some consumers to buy that product. But even more people will buy that product if that same label also includes information about the risks of ingesting such dyes.

“What did surprise us was the effect of supplementary information,” said Harry M. Kaiser, a Cornell professor whose field of study includes product labeling. “Even seemingly negative information was valued over just the label itself.”

When provided more information about ingredients, consumers are more confident about their decisions and value the product more, Kaiser said.

Published earlier this month as “Consumer Response to ‘Contains’ and ‘Free of’ Labeling” in the journal, Applied Economic Perspectives and Policy, the Cornell study might interest CEOs of food-processing companies, government policy makers and American consumers alike.

Other authors of the journal article were Jura Liaukonyte, Nadia A. Streletskaya and Bradley J. Rickard, all of the Dyson School. The study was supported by internal funds from Cornell’s College of Agriculture and Life Sciences.

Cornell University has television and ISDN radio studios available for media interviews.


Story Source:

The above story is based on materials provided by Cornell University. The original article was written by Melissa Osgood. Note: Materials may be edited for content and length.


Journal Reference:

  1. J. Liaukonyte, N. A. Streletskaya, H. M. Kaiser, B. J. Rickard. Consumer Response to "Contains" and "Free of" Labeling: Evidence from Lab Experiments. Applied Economic Perspectives and Policy, 2013; 35 (3): 476 DOI: 10.1093/aepp/ppt015

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Cornell University. "Demand for details on food labels includes the good – and the bad." ScienceDaily. ScienceDaily, 19 November 2013. <www.sciencedaily.com/releases/2013/11/131119130839.htm>.
Cornell University. (2013, November 19). Demand for details on food labels includes the good – and the bad. ScienceDaily. Retrieved May 24, 2015 from www.sciencedaily.com/releases/2013/11/131119130839.htm
Cornell University. "Demand for details on food labels includes the good – and the bad." ScienceDaily. www.sciencedaily.com/releases/2013/11/131119130839.htm (accessed May 24, 2015).

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