Identifying Food Labeling Effects on Consumer Behavior

Araya, Sebastian; Elberg, Andrés; Noton, Carlos; Schwartz, D.

doi:10.1287/mksc.2022.1356

Cited by 32 publications

(18 citation statements)

References 46 publications

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“…The organism is the customers’ cognitive and emotional value perception (Hashim et al 2018; Wu and Li 2018), and responses refer to consumption and purchase behaviors (Vieira 2013). The impact of content stimuli on consumer perception has been studied in prior food marketing research, including the impact of brand mascots (Kraak and Story 2015) and message appeals (Dubé and Cantin 2000) on food consumption and food labeling on purchase behavior (Araya et al 2022). However, the influence of food type and genre featured in the eating video has not been examined in prior food live streaming e-commerce studies.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…This study contributes to the literature by examining the impact of mukbang video content (ASMR and social interaction) on customers’ perceived values. Previous food marketing studies examined the impact of message content on consumer perception, for example, certified claims (Roe and Teisl 2007), brand mascots (Kraak and Story 2015), food labeling (Araya et al 2022), and informational and emotional appeals (Dubé and Cantin 2000). Our findings show that the non-ASMR mukbang genre induced more substantial social value, but the type of food featured in the eating video has no significant effect on the perceived value.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

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The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

Lee¹,

Wan²

2023

Journal of Interactive Marketing

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Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. In three studies, the authors examine the impact of content, influencer, and channel factors of mukbang live streaming on consumers’ perceived value and subsequent impulse purchase and food consumption behavior. Study 1, an experiment with 216 participants, reveals that a non–autonomous sensory meridian response (non-ASMR) video in which the mukbanger talks to viewers while eating regular (i.e., nonjunk) food is more influential in enhancing the video's perceived value and increasing impulse purchase and consumption. Study 2, with 624 participants, introduces influencer factors into the experiment. It shows that a credible and parasocial influencer significantly affects consumers’ perceived value, regardless of the food featured, resulting in impulse purchase and consumption. Study 3, which excludes the content factors fully mediated by influencer factors, examines the impact of the live streaming influencer and the shopping platform on perceived value and food well-being. A cross-sectional survey of 630 respondents finds that channel factors (food product offerings and convenience) and influencer factors (credibility and parasocial relationship) significantly enhance consumers’ perceived value, leading to impulse purchase and overconsumption. The authors provide theoretical and practical implications to enrich future research and responsible business practices in online food marketing.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

Lee¹,

Wan²

2023

Journal of Interactive Marketing

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“…Using a before‐after analysis, Taillie, Reyes, Colchero, Popkin, and Corvalán (2020) document a significant decline in purchases of labeled beverages following the policy's implementation. Araya, Elberg, Noton, and Schwartz (2022) take advantage of the staggered introduction of labeled products in store inventories and find that labels decrease demand in the breakfast cereal category, but not for chocolates or cookies. Pachali, Kotschedoff, van Lin, Bronnenberg, and van Herpen (2022) study price adjustments and conclude that prices of labeled products increased due to increased product differentiation.…”

Section: Introductionmentioning

confidence: 99%

Equilibrium Effects of Food Labeling Policies

Barahona

Otero

2023

ECTA

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We study a regulation in Chile that mandates warning labels on products whose sugar or caloric concentration exceeds certain thresholds. We show that consumers substitute from labeled to unlabeled products—a pattern mostly driven by products that consumers mistakenly believe to be healthy. On the supply side, we find substantial reformulation of products and bunching at the thresholds. We develop and estimate an equilibrium model of demand for food and firms' pricing and nutritional choices. We find that food labels increase consumer welfare by 1.8% of total expenditure, and that these effects are enhanced by firms' responses. We then use the model to study alternative policy designs. Under optimal policy thresholds, food labels and sugar taxes generate similar gains in consumer welfare, but food labels benefit the poor relatively more.

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“…For instance, the volume of sugar-sweetened beverages (SSBs) purchased decreased by approximately 25% [ 4 ]. Unhealthy food purchases declined significantly overall [ 5 ], and many food categories, such as breakfast cereals, decreased strongly [ 6 , 7 ]. Product reformulations were also extensive and significant, as the proportion of products with any high-in label decreased from 51% to 44% [ 8 ].…”

Section: Introductionmentioning

confidence: 99%

Socioeconomic Patterns in Budget Share Allocations of Regulated Foods and Beverages in Chile: A Longitudinal Analysis

2023

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Chile has enacted stringent legislation regulating food and beverage labeling and advertising. This study assesses the changes in the average relative allocations of food and beverage budgets for regulated versus not regulated products in households of different socioeconomic and demographic backgrounds. A household fixed effect before–after model is estimated and the marginal effects in the changes of levels and trends in budget shares and purchased volumes after the implementation of the regulations are examined. The results highlight how impactful food policies can shift consumption toward healthier products.

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Identifying Food Labeling Effects on Consumer Behavior

Abstract: The paper examines a large-scale mandatory food labeling regulation to identify its effects on consumer behavior.

Cited by 32 publications

References 46 publications

The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

Equilibrium Effects of Food Labeling Policies

Socioeconomic Patterns in Budget Share Allocations of Regulated Foods and Beverages in Chile: A Longitudinal Analysis

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