Measuring the Informational Value of Interpretive Shelf Nutrition Labels to Shoppers

We use the voluntary adoption of the NuVal shelf nutrition labels by a grocery retailer to estimate the value of these labels to shoppers in the yogurt category. Using an incomplete quadratic almost ideal demand system to represent consumer demand, we found a statistically significant positive effect of these shelf labels on demand for yogurt with above-average NuVal scores. The coefficients on the NuVal treatment variable in the demand equations for yogurt with below-average NuVal scores and unlabeled yogurt are not statistically significant. The value of nutrition information brought by NuVal labels is estimated to be 3.1% of consumer expenditures on yogurt at the store that uses the labels.


Issue Date:
2015
Publication Type:
Conference Paper/ Presentation
Record Identifier:
http://ageconsearch.umn.edu/record/212812
PURL Identifier:
http://purl.umn.edu/212812
Total Pages:
19
JEL Codes:
Q18




 Record created 2017-04-01, last modified 2018-01-23

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