Ingredient labeling and health claims influencing consumer perceptions, purchase intentions, and willingness to pay

ABSTRACT

This study examined impacts of different types of fiber labels (i.e., a regular label; fiber-labeled; fiber-labeled with a health claim) on consumers’ perceptions, purchase intentions, and willingness to pay. Consumers’ taste- and health-consciousness and degree of food neophobia were considered as moderators. Results reveal that different types of labels significantly influenced consumers’ perceptions toward the product. Consumers with higher overall perceptions had higher purchase intentions. Fiber labeling with a health claim made consumers willing to pay more. The analysis found a direct impact on the purchase intentions of consumers’ health-consciousness and their overall perceptions.

KEYWORDS:

• Consumer perceptions
• food marketing
• food neophobia
• health claims
• ingredient labeling
• taste/health-consciousness
• willingness to pay