The Effects of Food Label Location on Label Utilization and Willingness to Pay for Food Label －The Case of Egg Products－

초록

Providing information about food and nutrition through labels can help consumers reduce the cost of acquiring information and reduce the likelihood of making poor choices. However, the utility of food labels has not been fully realized due to the complicated method of providing information and the lack of awareness of consumers. In previous studies, consumer label utilization rates and economic value measures for labels have been shown to be very different. This is due to the fact that they have generally relied on hypothetical questionnaires. The purpose of this study is to suggest a method that can achieve similar results to actual purchasing activity, although Internet-based questionnaires are used. In addition, we measured consumers' willingness to pay for labels and verified that the location of the labels gave rise to differences in consumer perceptions and the values of the label. The factors affecting consumers’ utilization of the labels were also estimated, and the results showed that age and gender have significant effects on the use of food labels.

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