The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.
A series of four experiments focused on healthiness perceptions and purchase likelihood.
Consumers who read wine labels rate wine as significantly less healthy. Sugar content affects healthiness perceptions of wine more than calories. Changing the serving size on the label moderates these effects. Consumers high in dietary restraint process this nutrition information differently.
Future research could examine actual purchase behavior using retail data.
This study has implications for consumers, manufacturers and public policy. While currently most consumers are not motivated to read a nutrition label on wine, specific nutrition information can impact consumer perceptions of wine. Consumer education is recommended.
Research on nutrition labeling of alcohol specifically has been very limited.
