Guilt and the Consumption of Products with an Unhealthy Image

The purpose of this study was to investigate the effects of nutrition labeling on consumers’ guilt when they consumed products with an unhealthy image. The first investigation was conducted to examine direct effect according to the types of nutrition labeling (adding healthy ingredients/reducing unh...

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Autores principales:	Jaeho Yang, Bokyeong Kim
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	product with an healthy/unhealthy image guilt nutrition labeling goal activation food-cue effects Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/cc54d939cc0743ab8671c707a9ed7f9f
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spelling	oai:doaj.org-article:cc54d939cc0743ab8671c707a9ed7f9f2021-11-11T19:38:02ZGuilt and the Consumption of Products with an Unhealthy Image10.3390/su1321119532071-1050https://doaj.org/article/cc54d939cc0743ab8671c707a9ed7f9f2021-10-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/21/11953https://doaj.org/toc/2071-1050The purpose of this study was to investigate the effects of nutrition labeling on consumers’ guilt when they consumed products with an unhealthy image. The first investigation was conducted to examine direct effect according to the types of nutrition labeling (adding healthy ingredients/reducing unhealthy ingredients) by independent samples <i>t</i>-test. The findings show that consumers felt less guilty when the number of unhealthy ingredients was reduced, compared to when healthy ingredients were added. The second investigation tested the effects of goal activation types (utilitarian/hedonic) and nutrition labeling on consumers’ guilt by independent samples <i>t</i>-test and ANOVA. Goal activation was added as an independent variable, and hypothetical scenarios and stimulants were used. The experiment was designed with a focus on goal activation (utilitarian/hedonic) × nutrition labeling (adding healthy ingredient/reducing unhealthy ingredient). The findings reveal that the utilitarian goal activation group felt less guilty about the products with the reduction in the number of unhealthy ingredients than the products with the addition of healthy ingredients. The hedonic goal activation group felt less guilty about the products with the addition of positive nutrients compared to the products with the reduction in the number of negative nutrients. The third investigation tested consumer guilt in situations that create anxiety about food by independent samples <i>t</i>-test and ANOVA, based on Study 2. Unlike in Study 2, there was no interaction effect between product-nutrition labelling and goal activation. These results suggest that, when consumer anxiety increases, in relation to unhealthy foods that already invoke guilt and anxiety, the motivation—namely, goal activation when consuming food—plays a main role in causing anxiety, regardless of nutrition. Based on these experimental results, the investigator discussed the academic and practical implications of the present study. Finally, a couple of proposals were made for the direction of future study.Jaeho YangBokyeong KimMDPI AGarticleproduct with an healthy/unhealthy imageguiltnutrition labelinggoal activationfood-cue effectsEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 11953, p 11953 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	product with an healthy/unhealthy image guilt nutrition labeling goal activation food-cue effects Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	product with an healthy/unhealthy image guilt nutrition labeling goal activation food-cue effects Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Jaeho Yang Bokyeong Kim Guilt and the Consumption of Products with an Unhealthy Image
description	The purpose of this study was to investigate the effects of nutrition labeling on consumers’ guilt when they consumed products with an unhealthy image. The first investigation was conducted to examine direct effect according to the types of nutrition labeling (adding healthy ingredients/reducing unhealthy ingredients) by independent samples <i>t</i>-test. The findings show that consumers felt less guilty when the number of unhealthy ingredients was reduced, compared to when healthy ingredients were added. The second investigation tested the effects of goal activation types (utilitarian/hedonic) and nutrition labeling on consumers’ guilt by independent samples <i>t</i>-test and ANOVA. Goal activation was added as an independent variable, and hypothetical scenarios and stimulants were used. The experiment was designed with a focus on goal activation (utilitarian/hedonic) × nutrition labeling (adding healthy ingredient/reducing unhealthy ingredient). The findings reveal that the utilitarian goal activation group felt less guilty about the products with the reduction in the number of unhealthy ingredients than the products with the addition of healthy ingredients. The hedonic goal activation group felt less guilty about the products with the addition of positive nutrients compared to the products with the reduction in the number of negative nutrients. The third investigation tested consumer guilt in situations that create anxiety about food by independent samples <i>t</i>-test and ANOVA, based on Study 2. Unlike in Study 2, there was no interaction effect between product-nutrition labelling and goal activation. These results suggest that, when consumer anxiety increases, in relation to unhealthy foods that already invoke guilt and anxiety, the motivation—namely, goal activation when consuming food—plays a main role in causing anxiety, regardless of nutrition. Based on these experimental results, the investigator discussed the academic and practical implications of the present study. Finally, a couple of proposals were made for the direction of future study.
format	article
author	Jaeho Yang Bokyeong Kim
author_facet	Jaeho Yang Bokyeong Kim
author_sort	Jaeho Yang
title	Guilt and the Consumption of Products with an Unhealthy Image
title_short	Guilt and the Consumption of Products with an Unhealthy Image
title_full	Guilt and the Consumption of Products with an Unhealthy Image
title_fullStr	Guilt and the Consumption of Products with an Unhealthy Image
title_full_unstemmed	Guilt and the Consumption of Products with an Unhealthy Image
title_sort	guilt and the consumption of products with an unhealthy image
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/cc54d939cc0743ab8671c707a9ed7f9f
work_keys_str_mv	AT jaehoyang guiltandtheconsumptionofproductswithanunhealthyimage AT bokyeongkim guiltandtheconsumptionofproductswithanunhealthyimage
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Guilt and the Consumption of Products with an Unhealthy Image

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