An online experiment evaluates how clean label trends and nutritional labeling affect consumer health perceptions and purchase intentions.
Key Points
The study evaluates the influence of clean label characteristics and front-of-pack nutritional labeling on consumer perceptions of healthiness and purchase intentions.
Conducted an online experiment with 120 yogurt consumers
Utilized conjoint analysis to assess product attributes
Employed Check-All-That-Apply tests for consumer perceptions
Performed classification tasks for ingredient healthiness
Utilized statistical analyses including multiple linear regression
Additive type significantly influenced healthiness perceptions and purchase intentions.
Consumers preferred products with no additives or natural additives.
Short ingredient lists positively impacted perceptions but to a lesser extent.
Many consumers showed confusion in classifying ingredients, indicating low ingredient literacy.