Evaluating Consumer Usage of Nutritional Labeling: The Influence of Socio-Economic Characteristics

conscious products. As Jacoby et al. (1977) posited, the act of including or improving
nutritional labeling should not be thought of as communicating with the consumer
because it presupposes the population will use this information as it was intended.
However, those who report using nutritional labels do in fact exhibit a concern about
their diet and health. Assumptions can be made about the perceptions and motivations
of label users because the act of using and comparing nutritional labels between
products requires an investment of time and effort. This investment represents a cost
which under assumptions of rational behavior illustrates that healthy eating has a
positive value to the consumer. Therefore, those found to regularly consult food
labeling may be typically expected to have an above average concern for their health
and the well being of those in their care. These individuals may include persons with
restrictive diets, those who may be more likely to purchase organically grown produce,
and those willing to purchase prepared meals designed for health-conscious
consumers.

Since the late 1960’s, the United States has undergone a series of dramatic
demographic changes which present the challenge of developing and distributing new
food products to a dynamic population. Among the major demographic shifts are the
changing age distribution, the slowing population growth, changes in the structure of
the median family, and the gender make-up of the work force (Senauer, 1991; U.S.
Department of Commerce, 1988). In order to successfully market new food products,
demographic shifts and differences must be well understood and the needs of specific
consumer segments must be considered. Changes in public awareness of food safety

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