Does more information mean better choices? A study on calorie display and consumer behavior in restaurants

Abstract

This paper builds on the stream of research of the impact of caloric information on food choices and its implications for food and health policies. Specifically, the study explores the interaction between calorie labeling per menu and daily intake recommendations. By conducting a field experiment in South Korea, consumers were randomly approached to assess the effects of calorie-related information on food choices. The study reveals that offering either the daily calorie intake recommendation or specific calorie information on menu items reduces consumers' calorie consumption. Yet, when both types of information are presented concurrently, this effect is nullified. This implies that, in line with U.S. FDA regulations, presenting both daily calorie recommendations and specific calorie information on menu item in restaurants might not be an effective strategy for promoting lower calorie choices. The study also examines the influence of personality traits on food choice. Extroverts tend to choose lower-calorie items, while individuals with higher self-esteem and agreeableness and neuroticism traits prefer higher-calorie options. Good self-restraint is linked to lower-calorie choices. This research highlights the need for strategic calorie information policies in order to effectively guide individuals toward healthier choices.