Purpose

The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.

Design/methodology/approach

A series of four experiments focused on healthiness perceptions and purchase likelihood.

Findings

Consumers who read wine labels rate wine as significantly less healthy. Sugar content affects healthiness perceptions of wine more than calories. Changing the serving size on the label moderates these effects. Consumers high in dietary restraint process this nutrition information differently.

Research limitations/implications

Future research could examine actual purchase behavior using retail data.

Practical implications

This study has implications for consumers, manufacturers and public policy. While currently most consumers are not motivated to read a nutrition label on wine, specific nutrition information can impact consumer perceptions of wine. Consumer education is recommended.

Originality/value

Research on nutrition labeling of alcohol specifically has been very limited.

中文翻译：

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营养标签对消费者对葡萄酒认知的影响

目的

本研究的目的是研究消费者如何看待葡萄酒上的营养标签以及这些信息如何影响葡萄酒的健康认知。

设计/方法论/途径

一系列四项实验重点关注健康认知和购买可能性。

发现

阅读葡萄酒标签的消费者认为葡萄酒明显不太健康。糖含量比卡路里更能影响葡萄酒的健康认知。改变标签上的份量可以减轻这些影响。饮食节制程度高的消费者以不同的方式处理这些营养信息。

研究局限性/影响

未来的研究可以使用零售数据来检查实际购买行为。

实际影响

这项研究对消费者、制造商和公共政策都有影响。虽然目前大多数消费者没有动力阅读葡萄酒的营养标签，但特定的营养信息可能会影响消费者对葡萄酒的看法。建议进行消费者教育。

原创性/价值

特别是对酒精营养标签的研究非常有限。