Effects of Calorie Labeling on Consumers Purchasing Decisions

• Main Authors: Lin, Wei-Ren, 林韋任
• Other Authors: William Jen
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/35071886973499606040

碩士 === 國立交通大學 === 運輸科技與管理學系 === 99 === Recently, people put more and more emphasis on health. To increase the consumer choice product rate, many factory owners have provided calorie labeling on their products. Before these issues, researchers discussed the number of calories that consumers consume in one meal. They concluded that it is difficult for consumers to evaluate the number of calories in an unlabeled product, resulting in over-consumption and obesity. Our research mainly discusses how products with calorie labeling affect consumers on their purchasing decisions. We propose that calorie labeling is a trivial attribute for consumers. When consumers face some products where they do not have any preference or they have trade-off difficulty when product attributes is closed, calorie labeling will provide a positive reason to assist consumers in making their decisions. According to prior research, consumers’ evaluation of trivial attributes is influenced by price. In order to predict behavioral intentions, we formulated three hypotheses and designed two experiments. In the first hypothesis, we propose that calorie labeling is a trivial attribute. In the second hypothesis, we propose that only among same price products will a product with calorie labeling have an increase in the products’ persuasion decisions. And in the third hypothesis, we provided the marketing manager with some trivial attribute strategies in different price products because consumers treat calorie labeling has different effects depended on the product’s price. Finally, we demonstrated that high price products were able to increase choice rate by uniquely offering a calorie labeling, while low price products were able to increase choice rate by sharing calorie labeling. In our research, we demonstrated our hypotheses by designing two experiments using questionnaires. Lastly, based on the results, we provide implications and suggestions of future research.