From Ingredients to Impact: Label-Induced Processing Perceptions and Their Sustainability Implications

This research investigates how ingredient statement (IS) labels influence consumer perceptions of food processing and the downstream effects on behavioral intentions, with implications for sustainability. Across three studies, we demonstrate that consumers rely more heavily on IS labels than Nutrition Facts (NF) panels when judging the degree of food processing. Study 1 shows that IS labels attract greater attention and are perceived as more diagnostic for processing judgments. Study 2 confirms that IS labels elicit higher processing perceptions than NF labels across multiple food categories. Study 3 reveals that IS label length and ingredient familiarity interact to shape processing perceptions and behavioral intentions, with longer and less familiar ingredient lists reducing purchase and recommendation intentions. Theoretically, these findings support schema and dual-process models of consumer cognition, highlighting the role of heuristic cues in food evaluation. Practically, they suggest that simplifying ingredient lists may enhance consumer trust and product appeal. From a policy perspective, IS labels may serve as informal sustainability heuristics, nudging consumers toward less processed, potentially lower-impact foods. We discuss the implications for labeling regulation, product reformulation, and integrated health–sustainability frameworks, while identifying avenues for future research on real-world behavior and environmental metrics.