Healthy food labels are popular tools to encourage consumers to make healthier food choices. This study, published in Procedia Computer Science, explores how online grocery shopping decisions is influenced by healthy food labels. A conjoint study with 111 participants discovered that factors, such as price, brand and country of origin, had a stronger impact on purchase decisions than healthy food labels. Still, the presence of a healthy food label increased the likelihood of a product being selected. Results of the study also show gender differences, as healthy food labels had a stronger impact on female consumers. These findings present the opportunities to enhance the effectiveness of healthy food labels in influencing consumers food choices. It is evident that simply presenting healthy food labels on products is equally beneficial for consumers, manufacturers, and policymakers alike.
