Abstract
Abstract Objectives To assess the effect of new Nutrition Facts Label (NFL) formats on consumer purchase intentions. Methods The study conducted a within-subject design experiment. Subjects were randomly assigned to one of the three treatment groups (newly designed NFL formats proposed by U.S. Food and Drug Administration (FDA) or the control group as follows: 1) a new standard NFL format, which is displayed in a newly designed single-column format, in which the number of calories and nutrients of a multiple-serving product are presented based upon one serving, 2) a dual-column NFL format, which is displayed in a two-column format, in which the number of calories and nutrients are presented based on “per serving” and “per container/package” basis, 3) a single-serving container NFL format, which is displayed in a single-column format in which only the number of calories and nutrients per package/container are presented, and 4) an original NFL format, which had been previously used before. Total 673 college students in the U.S. completed an online experiment survey. An ordered probit regression model was used in the analysis. Results The single-serving container NFL had the largest effect. Subjects who were presented with this format were 26.2% more likely to decrease their purchase intentions. The dual-column NFL (22.1%) and the new standard NFL (15.1%) had the smaller effect. The 27% of the effect of the single-serving container NFL on decreasing purchase intentions was associated with the increase in the anticipated guilt of consumption, followed by the dual-column NFL (24.74%) and the new standard NFL (9.29%), respectively. Conclusions The newly designed NFL formats attract more consumer attention. The formats significantly decreased consumer purchase intentions in which the effect was mediated by the significant increase in the anticipated guilt of consumption.They are more effective than the original NFL format in improving mindful consumption. Funding Sources Junior/Senior Intramural Research Award 2016/2017, California State University Fullerton.
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