University of Twente Student Theses


Effect of traffic light food labels on consumers’ food expectations and purchase intentions

Rodermond, Daniel (2006) Effect of traffic light food labels on consumers’ food expectations and purchase intentions.

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Abstract:The Food Standards Agency has developed the traffic light food label (TLFL) to counteract consumers’ unhealthy nutrition. The TLFL and the product category can influence the health and taste expectation, as well as the purchase intention. The literature suggests that people with low general health interest (GHI) choose for less healthy food and people with high GHI choose for healthier food. To prevent a contradictory effect of the TLFL, this study will answer the following question: “What impact has the TLFL in combination with healthy and unhealthy food products and the GHI on taste and health expectations, as well as on purchase intention?”. The results of this study indicates that the TLFL had a positive influence on the health expectation, but not on the taste expectation and the purchase intention. The GHI does not moderate the effects of the TLFL on the taste and health and the purchase intention. The healthiness of the product category positively influences the health expectation and it negatively influences the purchase intention and the taste expectation. A high GHI leads to a more positive taste expectation and purchase intention of the healthy product.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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