IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v101y2019icp637-650.html
   My bibliography  Save this article

The battle between brands and nutritional labels: How brand familiarity decreases consumers' alertness toward traffic light nutritional labels

Author

Listed:
  • Velasco Vizcaíno, Franklin
  • Velasco, Alexandra

Abstract

Public policy makers from around the world (e.g., United Kingdom, Ecuador, and Chile) have launched different initiatives to emphasize the importance of displaying easy-to-interpret nutritional information on food packages. This effort has resulted in new regulations requiring food manufacturers to display traffic light nutritional labels. Previous studies provide mixed results about the effectiveness of traffic light labels on influencing consumers to choose healthy products. This research explores the role of consumers' brand familiarity and attention level as factors that explain the limited efficacy of traffic light nutritional labels. Moreover, we test whether brand trust is the underlying mechanism that decreases consumers' alertness to traffic light nutritional labels. Our results suggest that brand familiarity and brand trust together create a shield that protects the product from being evaluated as unhealthy, even in the presence of warnings from traffic light nutritional labels. Data from four experiments support our findings using different label formats, food product types, and participants from countries that have implemented traffic light nutritional labels.

Suggested Citation

  • Velasco Vizcaíno, Franklin & Velasco, Alexandra, 2019. "The battle between brands and nutritional labels: How brand familiarity decreases consumers' alertness toward traffic light nutritional labels," Journal of Business Research, Elsevier, vol. 101(C), pages 637-650.
  • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:637-650
    DOI: 10.1016/j.jbusres.2019.02.054
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319301444
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2019.02.054?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jeanette Carlsson Hauff, 2022. "The impact of knowledge on labeling schemes promoting sustainable investing," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2839-2853, November.
    2. Hoang, Dong & Breugelmans, Els, 2023. "“Sorry, the product you ordered is out of stock”: Effects of substitution policy in online grocery retailing," Journal of Retailing, Elsevier, vol. 99(1), pages 26-45.
    3. Medina-Molina, Cayetano & Rey-Moreno, Manuel & Periáñez-Cristóbal, Rafael, 2021. "Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention," Journal of Business Research, Elsevier, vol. 122(C), pages 304-310.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:637-650. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.