Cross‐Cultural Impact of Front‐of‐Package Labels on Consumer Perceptions of Almond Milk

ABSTRACT A survey was distributed to San José State University and Shanghai Jiao Tong University students, faculty, and staff to assess their knowledge, attitudes, and consumption behaviors regarding almond milk, as well as their perceptions of healthiness, safety, and expected taste of almond milk based on front‐of‐package label treatments. The results showed there is a strong correlation between “contains 7 g sugar” labeling and negative health perceptions ( p < 0.001). While consumers generally see almond milk as a safe product, country of origin and sugar content can impact those perceptions. In Shanghai, perceptions of product origin, mainly imported products, were significantly more favorable than those in San José. The most significant intrinsic factors influencing responses were favorable attitudes and high consumption behaviors, especially regarding the expectation of taste ( p < 0.001). These findings suggest that FoP labeling strategies can be tailored to regional preferences to increase positive perceptions.