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Whole grain claims: Do they matter?

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  • Gail M. Zank
  • Karen H. Smith

Abstract

Consumers are offered many food choices when grocery shopping and often use product package claims and labels to help in decision making. Although many studies have evaluated health‐related product claims, few have examined whole grain claims or the use of the whole grain stamp. Two experiments show that whole grain claims and stamp do influence consumer health perceptions about a fictitious brand of crackers. Also, consumer knowledge about whole grains is not always accurate. Based on the results, more consumer education is needed for consumers to make informed decisions. Public policy suggestions are provided.

Suggested Citation

  • Gail M. Zank & Karen H. Smith, 2021. "Whole grain claims: Do they matter?," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 1139-1149, September.
    • Handle: RePEc:bla:jconsa:v:55:y:2021:i:3:p:1139-1149
    DOI: 10.1111/joca.12386
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    References listed on IDEAS

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    1. Golan, Elise H. & Mancino, Lisa & Unnevehr, Laurian J., 2009. "Food Policy: Check the List of Ingredients," Amber Waves:The Economics of Food, Farming, Natural Resources, and Rural America, United States Department of Agriculture, Economic Research Service, pages 1-6, June.
    2. Gail M. Zank & Elyria Kemp, 2012. "Examining Consumers' Perceptions of the Health Benefits of Products with Fiber Claims," Journal of Consumer Affairs, Wiley Blackwell, vol. 46(2), pages 333-344, June.
    3. Moorman, Christine, 1990. "The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 362-374, December.
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