The Impact Of Menu Labels On Changing Eating Behaviors: An Experimental Study

Abstract

Conducting a laboratory experiment with 298 student subjects, we examine the impact of various menu labeling formats, such as nutrition facts, total calories, health icons, and health claims, on consumer eating behavior. A difference-in-differences analysis and an ordered probit regression model are performed to evaluate the effectiveness of each labeling format. We find all types of labeling to have a significant negative impact on content of total calories, total fat, saturated fat, and carbohydrates in the selected meal. In addition, we find that the menu labels significantly impact the selection towards healthier choices, particularly among entrée. Therefore, our results suggest that various formats of nutrition information provided on the restaurant menus promote healthy food choices, supporting the rationale behind the menu labeling legislation.