Age, Product Nutrition, and Label Format Effects on Consumer Perceptions and Product Evaluations

Document Type


Publication Date

Spring 1996

Source Publication

Journal of Consumer Affairs

Source ISSN



Nutrition label format effects across different levels of product nutrition value and groups of younger (under 58 years; average 46 years) and older consumers (58 years or more; average 70 years) are examined using a 3 × 2 × 2 experimental design. Age interacts with nutrition level in affecting nutrition evaluation measures with older consumers displaying smaller differences in nutrition attitude and purchase likelihood for a low versus a high nutrition value product. Older consumers also perceive all labels as more difficult to understand. Consumer performance on judgment tasks vary across label formats and nutrition value manipulations. Implications for consumer welfare and future research are offered.


Journal of Consumer Affairs, Vol. 30, No. 1 (Summer 1996): 68-89. DOI.