Forced Adoption of Innovations: The Case of Consumer Behavior with Food Warning Labels in Mexico

Abstract

On March 27, 2020, an amendment to the Official Mexican Standard NOM-051 was published in the Official Gazette of the Federation. The amendment addresses general labeling specifications for food and non-alcoholic beverages. The new regulation introduces three significant changes, which came into force on October 1, 2020. These are warning labeling, nutrient profile, and persuasive elements on the packaging. This study assesses the impact of the regulation on the consumer at three levels: the extent to which consumers understand the five labels, their perception of the image of the product categories and companies, and the potential for shifts in consumption patterns. Similar regulations have been implemented in some other Latin American countries, such as Chile and Ecuador, but the results thus far are inconclusive concerning the actual impact of a long-term change in consumer behavior. With respect to studies conducted in Mexico, this research represents a pioneering investigation into the subject matter. A survey comprising 14 questions was administered, to elucidate the respondents' perceptions and attitudes. The survey was conducted online through convenience sampling with the Google Forms tool. The study was conducted on a sample of 210 individuals, comprising both male and female participants aged 18 and above, who were consumers of mass-produced products that were subject to the provisions of NOM-051. The findings indicate that the majority of respondents lacked clarity regarding the significance of the five black labels on the packaging. Furthermore, the new regulation did not exert a considerable influence on their consumption of processed foods and non-alcoholic beverages. It is anticipated that this research will serve as a reference for companies, government entities, marketing professionals, academics, and all those with an interest in the subject, given that it demonstrates notable findings in several aspects of the regulation's implementation, slightly over a year after its enactment, and the consequences it has had on Mexican consumers and their consumption habits.