How the "high in sodium" warning and information about emerging technologies on burger labels influence consumer purchase decisions

Abstract

This study evaluated the influence of the front-of-pack "high in sodium" warning and information about various sodium-reduction technologies on purchase intention for beef burgers. A total of 412 regular burger consumers participated in an online survey. Conjoint analysis was conducted within a 2 × 4 factorial design, combining the front-of-pack "high in sodium" warning (present vs absent) with four technological sodium-reduction claims (no claim, sodium reduction, sodium reduction via ultrasound and finer salt, and sodium reduction via ultrasound and finer salt while preserving salty taste), resulting in eight burger labels. Cluster analysis identified three distinct consumer profiles that differed in sociodemographic characteristics and label perceptions. The presence of the "high in sodium" warning significantly reduced purchase intention (P < 0.001), while technological claims increased product appeal, especially when associated with the preservation of salty taste. Conjoint results indicated that technological innovations accounted for 61.1% of the variance in purchase intention, surpassing the negative effect of the warning (38.9%). These findings suggest that transparent communication of technological and sensory benefits can offset the impact of front-of-pack warnings and support the development of healthier meat products.