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How nutrition information influences online food sales

  • Peng ZouEmail author
  • Jingwen LiuEmail author
Original Empirical Research
  • 54 Downloads

Abstract

Although nutrition information informs consumer decisions at the point of sale in offline stores, it is unclear whether such information affects online food sales. Using a field experiment, we examine three issues: (1) the impact of nutrition information in online food shopping; (2) the interaction effects between nutrition information and seller reputation; and (3) the different effects of healthy and unhealthy food sales. Results indicate that nutrition information significantly increases food sales in online conditions and that seller reputation can strengthen the impact of such information. Furthermore, nutrition information creates more sales of healthy (versus unhealthy) food. Using an eye-tracking experiment to measure whether purchasers pay attention to nutrition information, we find that participants who look at nutrition information longer tend to choose foods with nutrition-fact labels.

Keywords

Nutrition information Online food sales Seller reputation Eye tracking 

Notes

Acknowledgements

This research is partially funded by a research grant from the National Natural Science Foundation of China (CN) under project No. 71672047 and No.71490720.

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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.Department of Marketing, School of ManagementHarbin Institute of TechnologyHarbinChina

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