Effect of Food Labelling on Perceived Tastiness and Purchase Intention: The Role of Health Consciousness.

No Thumbnail Available
Issue Date
Journal Title
Journal ISSN
Volume Title
Overweight and obesity have become growing problems for the Dutch population. Therefore, healthier food choices must be promoted. However, an unhealthy = tasty intuition exists causing people to perceive healthy food as less tasty and creating a pattern of more unhealthy food choices. Consequently, this study researches whether changing the food label can change the perceived tastiness and purchase intention of the consumers and what role health consciousness plays. This was researched in the context of Instagram advertising as social media marketing might be an effective way of promoting healthier food choices. Participants filled in an online questionnaire in which they were shown different Instagram advertisements. Using a 3 (health-focused, taste-focused, neutral label) x 2 (unhealthy, healthy food) within-subjects design, the participants were all exposed to six conditions. The results showed no effects of labelling in the context of Instagram advertising. Therefore, Instagram might not be an effective platform for promoting healthier food choices. However, Dutch consumers generally show an unhealthy = tasty intuition with health consciousness as a moderating role. Not only do people with a high health consciousness subscribe to the intuition to a lesser extent, a high health consciousness also reduced the negative effects on food choices. Only participants with low health consciousness had a significantly higher perceived tastiness and purchase intention for unhealthy food. Although this effect needs further research, making people more conscious of their health might be an effective way of increasing healthy food choices.
Faculteit der Letteren