Effects of the Dietary Guidelines Label Statement on Wine Purchase Intentions in Young Adults

This study empirically examines the impact that statements on wine labels directing consumers “to learn the health effects of wine consumption, send for the Federal Government's Dietary Guidelines for Americans” may potentially have on attitudes and wine consumption intentions in college students both over and under the legal drinking age. The results of the study suggest that directional statements on wine labels will not have a significant impact on attitudes toward alcohol, the wine brand, disease risk, label believability, or purchase intention. The results, however, do show that college students both over and under the legal drinking age perceived the winery with the directional statement on the label as more “socially concerned” than the winery that did not use the statement.