The Differential Effects of Physical Activity Calorie Equivalent Labeling on Consumer Preferences for Healthy and Unhealthy Food Products: Evidence from a Choice Experiment

Abstract

Background: Since numerical calorie labels have limited effects on less-calorie food ordering, an alternative called physical activity calorie equivalent (PACE) labels, which exhibit calories using visible symbols and the minutes of exercise to burn off the calories, may be more effective in reducing calories ordered. Methods: By using a choice experiment (CE) approach, the aims of this study were to estimate the effects of PACE labels on consumer preferences for healthy and unhealth food. Red date walnuts and potato chips were used as the representatives of healthy and unhealthy foods respectively in this study. Moreover, future time perspective (FTP) is an individual trait variable of consumers, which has been recognized as a significant driver of healthy behaviors. We also included FTP into the interaction with PACE labels. Results: Firstly, the results were opposite between the healthy and unhealthy food groups. Respondents showed significantly more positive attitudes toward red date walnuts (i.e., healthy food) with PACE labels, while they showed significantly more negative preferences for chips (i.e., unhealthy food) with PACE labels. Secondly, people with higher FTP are preferred red date walnuts with PACE labels, while PACE labels on chips could undermine the preferences of respondents with higher FTP. Thirdly, we found that women (vs. men) were less inclined to choose healthy food with standard calorie labels and labels showing the minutes of running to burn off the calories, as well as that the elderly (vs. younger) people in the healthy food group preferred the labels showing the minutes of running to burn off the calories. People with a higher body mass index (BMI) were reluctant to purchase walnuts with the information about the minutes of walking. Conclusions: Results from this study showed that PACE labels have significant effects on consumers’ preferences for food products.

The Negative Effects of Long Time Physical Activity Calorie Equivalent Labeling on Purchase Intention for Unhealthy Food

“…In a recent study of 570 respondents in a choice experiment method (CE), PACE labels are found to have different effects on consumers’ preferences for unhealthy food under different conditions [ 6 ]. To be specific, long time PACE labels have a stronger negative effect on consumers’ willingness to choose unhealthy food than calorie labels.…”

“…The consequences of obesity affect not only the individual health of citizens, but also government expenditure on health [ 5 ]. Previous literature has confirmed that one of the effective methods to prevent unsustainable eating habits is to reduce unhealthy foods [ 6 ], how to prevent excess energy intake has aroused many attentions from the governments and social organizations [ 7 , 8 ].…”

“…For example, PACE labels can reduce prospective food consumption of familiar snack foods, while the effects is opposite in the unfamiliar snack groups [ 27 ]. What’s more, another study suggests that the PACE labels can undermine the consumer preferences for unhealthy foods while consumer preferences for healthy foods are promoted by same labels [ 6 ]. Taken all, the effects of PACE labels should be addressed in specific food products, which can partly answer the question that PACE labels show controversial effects in former literature.…”

“…However, it is unclear which form (walking for a long time or running for a short time) is more likely to reduce consumers’ willingness to buy unhealthy foods. Few studies have explored such questions, Yang et al (2021) found that minutes of walking to burn off the calories label has better effects on reducing consumers preferences for unhealthy foods [ 6 ]. However, the question still remains that this effect is robust or not, furthermore, the underlying logic behind this effect has not been explored.…”

“…In this study, “long time PACE labels” mean that it takes more time to burn off the calories with a moderate way (walking), while “short time PACE labels” represent less time is needed to burn off the calories with a vigorous way (running, swimming, rope skipping) [ 6 ]. In addition, experimental method is adopted to measure the effects of different PACE labeling forms and calorie label on the consumers’ purchase intention for unhealthy food accurately.…”