This study aims to examine consumer involvement with nutrition labels in the USA. Although food label information including nutrition, size and color are standardized and mandated by Food and Drug Administration, consumers perceive some food labels more confusing than others and many ignore the information by seeing them as unimportant. This study measures the importance of different nutrients and examines the differences between consumers that read nutrition labels and consumers that do not read nutrition labels.
In total, 300 consumers were surveyed using Qualtrics internet panel about the importance of nutrition information on food labels. Importance of food nutrients and food serving, size as they impact consumer involvement with food labels, was measured using structural equation modeling.
The results indicate perceived risk associated with nutrition labels, and food serving size information impacts consumer involvement with nutrition labels.
There are a variety of important public policy implications for government agencies and food manufacturers in educating the public about the use of nutrition information on food labels.
This study expands previous research by adding three more nutrients to the dietary scale from nutrition labels (sodium, cholesterol and carbohydrates) and focuses mainly on the nutrients that are considered to be negative for most people.
