From risk perception to informed choices: how consumers use food labels in health-related contexts

Abstract

Numerous studies have examined consumer behavior regarding the use of nutritional labels. However, the impact of consumers’ risk perception on this behavior remains underexplored. This study aims to fill this gap by investigating how personal factors (such as health consciousness and understanding of nutritional labels) and product attributes (including price and packaging) influence the use of nutritional labels, particularly in health-related contexts, with COVID-19 serving as an example.” The analysis is based on 2,837 responses from an online survey conducted in Spain and the UK in 2021. The findings show an increase in the use of nutritional labels (i.e. nutrition fact panels and traffic light) in both countries during the pandemic. Health consciousness is positively associated with healthier behaviors, and COVID-19 risk perception further strengthens this relationship by diminishing the importance of product price and packaging. As a result, marketers may leverage nutritional labels as an effective tool to reduce consumer risk perception during health crises and promote healthier food choices.