‘Low Fat’ But High in Sugar: Consumer Response to Misleading Nutrition Claims

Ossama Elshiewy, University of Goettingen, Germany
Steffen Jahn, University of Goettingen, Germany
Tim Doering, University of Goettingen, Germany
Yasemin Boztug, University of Goettingen, Germany
Our research combines results from purchase and survey data to investigate consumer response to voluntary nutrition labels. Results show that brand trust increases, while product attitude increases (decreases) for healthy (unhealthy) products. Interestingly, labels only affect sales and purchase intention for products with ‘low fat’ claims but high sugar content.
[ to cite ]:
Ossama Elshiewy, Steffen Jahn, Tim Doering, and Yasemin Boztug (2016) ,"‘Low Fat’ But High in Sugar: Consumer Response to Misleading Nutrition Claims", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 207-212.