Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
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Effect of Type of Nutrition Labeling on the Healthfulness Evaluation and Purchase Intentions of Home Meal Replacements (HMR) in South Korea

영양표시타입이 가정간편식 건강성 평가와 구매의도에 미치는 영향

  • Received : 2022.09.23
  • Accepted : 2022.10.26
  • Published : 2022.10.31
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Abstract

Objectives: The purpose of this study was to examine the effects of the types of nutrition labeling on the processing fluency, health evaluation and purchase intentions of home meal replacements. Methods: This online experimental study was conducted from December 29 to 31, 2019 and included 134 participants. The research design was 2 (Objective nutrition labeling: present vs. absent) × 2 (Evaluative nutrition labeling: present vs. absent) and each participant was randomly assigned to one of four groups. As stimuli, five types of ready-to-heat foods sold in the market were used. Results: Processing fluency (4.91 points) and purchase intention (4.13 points) were significantly high when both evaluative nutrition labeling and objective nutrition labeling were presented, and healthfulness evaluation (4.47 points) was significantly high when only evaluative nutrition labeling was presented. All three variables were measured to be high when evaluative nutrition labeling was presented. The evaluative nutrition labeling that visually represented nutritional values was found to be more effective for processing fluency, healthfulness evaluation, and purchase intention than the objective nutrition labeling representing the nutritional value of the product in numbers and proportions. Conclusions: These results show that it is necessary to develop various types of evaluative nutrition labeling to enable consumers to choose and purchase healthful home meal replacements. Also, consumer education and public campaigns are needed to encourage consumers to select healthier home-cooked meals using nutrition labeling.

Keywords

Acknowledgement

This research was supported by a grant from the National Research Foundation of Korea (NRF-2017S1A5B5A01025126).

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