Research: Effects of traffic light labels on consumer choices for food

Researchers at the Technische Universität München in Germany evaluated the impact of Traffic light (TL) labelling on purchases of food. The results show that TLs affect consumer purchases by focusing their attention on specific product attributes.
For food, whereas the low-fat attribute has no significant impact on food choices that do not include TLs, this attribute has a positive impact on choices once it is signalled with a TL label. The positive evaluation of the organic production attribute of a food product without a TL decreases when the same product is labelled with a TL. An article about the research is published in the International Journal of Consumer Studies.
Click here for an abstract of the article.

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