College of Natural Resources, UC Berkeley

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Nutritional Point of Purchase Claims and Consumer choices

Sofia Villas-Boas
In an effort to promote healthier diets the U.S. government has developed and implemented regulations regarding the provision of nutrition information to consumers. In particular, the Nutrition Labeling and Education Act (NLEA) of 1990 developed guidelines for nutrient and health claims and mandated that packaged food products include nutrition facts panels. Although there are documented benefits associated with nutrition facts panels, the usefulness of these panels at the point of purchase is limited owing to the time and effort associated with processing the information, which typically requires the consumer to remove the product from the shelf and turn it in such a way to view and read the nutrition facts panel. We address this situation in the current research by exploring the outcomes of presenting nutrition information directly on grocery store shelf labels i.e., the small tags affixed on grocers’ shelves beneath their products.
Role of the Undergraduate
Help construct nutritional labels for a product category. Help implement the several informational treatments at a variety of retail stores by adding nutritional labels. Conduct store observations of whether consumers eye movement respond to those labels. Study purchase data before and after the label treatments using scanner purchase data.
Undergraduate's Qualifications
-Junior or Senior - interest in economics. - interest in nutrional awareness and nutritional information. - econometrics training a plus. - industrial organization or marketing training a plus.
Project begins: Fall 2007
Project lasts 1 semesters
Student Positions Available: 2
3-6 Hours per week
Location: On Campus
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