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The Influence of Sugar-Free Label Formats and Colors on Consumers’ Acceptance of Sugar-Free Foods

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Proceedings of the Fourteenth International Conference on Management Science and Engineering Management (ICMSEM 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1190))

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Abstract

The purpose of this study is to evaluate the influence of sugar-free label design on consumers’ acceptance of sugar-free foods. The sugar-free food labels of 2 products (caramel treats and herbal tea) were analyzed using a factorial design with 2 3-level variables: sugar-free label format (direct, sweetener and indirect) and color (red, green and black). A total of 436 participants (48.9% males, \(M_{age}=20.35\), \(SD=1.84\)) from a Chinese university participated in the study. A general linear model and a level of significance of 0.05 were used to analyze the data. The results suggested that when the sugar-free label was in the direct format, the color green was the best fit. However, when the sugar-free label was in the sweetener format, the participants’ acceptance of the red label was higher. Similarly, the color red was also the best fit for the indirect format. These conclusions can provide theoretical references for food enterprises to promote the effects of sugar-free food information communications, the design of sugar-free labels, and the consumption of sugar-free foods.

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Author information

Authors and Affiliations

  1. Business School of Sichuan University, Chengdu, 640000, People’s Republic of China

    Ping Liu & Wei Li

  2. Business School of Chengdu University of Technology, Chengdu, 640000, People’s Republic of China

    Hong Wang

  3. College of Management Science, Chengdu University of Technology, Chengdu, 640000, People’s Republic of China

    Bo Hu

Authors
  1. Ping Liu
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  2. Hong Wang
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  3. Wei Li
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  4. Bo Hu
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Corresponding author

Correspondence to Hong Wang .

Editor information

Editors and Affiliations

  1. Business School, Sichuan University, Chengdu, China

    Jiuping Xu

  2. Academy of Sciences of Moldova, Chisinau, Moldova

    Gheorghe Duca

  3. Faculty of Math and Science, Brock University, Hamilton, ON, Canada

    Syed Ejaz Ahmed

  4. ETSI Industriales de Ciudad Real, University of Castile-La Mancha (UCLM), Ciudad Real, Spain

    Fausto Pedro García Márquez

  5. Institute of Control Systems, Azerbaijan Natl Academy of Sciences, Baku, Azerbaijan

    Asaf Hajiyev

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© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG

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Liu, P., Wang, H., Li, W., Hu, B. (2020). The Influence of Sugar-Free Label Formats and Colors on Consumers’ Acceptance of Sugar-Free Foods. In: Xu, J., Duca, G., Ahmed, S., García Márquez, F., Hajiyev, A. (eds) Proceedings of the Fourteenth International Conference on Management Science and Engineering Management. ICMSEM 2020. Advances in Intelligent Systems and Computing, vol 1190. Springer, Cham. https://doi.org/10.1007/978-3-030-49829-0_46

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