Guilt and the Consumption of Products with an Unhealthy Image

This study has investigated the effect of nutrition labeling on consumer guilt, in situations where consumers ingest products that have an unhealthy image. The first investigation has examined the effects of types of nutrition labeling (adding healthy ingredients/reducing unhealthy ingredients). The second investigation has examined the influence of two goal-activation types(utilitarian and hedonic) and nutrition labeling on consumer guilt. The findings reveal that the utilitarian-goal-activation group felt less guilty about consuming a product with a reduced unhealthy ingredient than they did about consuming a product with an added healthy ingredient. In addition, there were interactions between the two variables, since consumer goal activation had more effect on consumer guilt about products with reduced unhealthy ingredients than on products with added healthy ingredients. Based on these results, the academic and practical implications of the present study are discussed. and proposes several directions for future research.