December 16, 2013, 11:00–12:30
Toulouse
Room MF 323
Agricultural and Food Industrial Organization Seminar
Abstract
A Framed Field Experiment was implemented in France in order to compare the relative behavioural responses and the induced nutritional effectiveness of seven front-of-pack logo formats: GDA (the science-based generated ‘diet logo’), and six behavioural-based ‘choice logos’ such as keyhole symbol or traffic lights. Choice logo formats are distinguished by 3 criteria: the unit ranked, the reference set and the scope of colours. Results show that some choice logos perform better that GDA in improving the nutritional quality of shopper baskets. A choice-logo would induce better behavioural responses if designed on an aggregated and multi-coloured indicator. Key words: food consumption, nutritional labelling, food policy, framed field experiment, behavioural economics JEL codes: D120, D180, C910, C930.