Abstract:

This paper studies on food nutrition label information, and discusses the impact on consumers by information persuasion, analyzes the influence mechanism that the information impact on consumers systematically. Comparing with promotion claim, high perceived risk information could get stronger positive attitude of consumer by prevention claim. Comparing with prevention claim, low perceived risk information could get stronger positive attitude of consumer by promotion claim. The higher level of product knowledge, the more differences of consumer’s attitude between prevention claim and promotion claim used by high perceived risk information; the higher level of product knowledge, the less differences of consumer’s attitude between prevention claim and promotion claim used by low perceived risk information.

Key words: Food nutrition label information, Perceived risk information, Information persuasion, Product knowledge