Is there a relationship between product attributes, nutrition labels and excess weight? Evidence from an Italian region

This paper explores the association between Body Mass Index and a set of variables concerning consumer interest toward nutritional information, quality and marketing characteristics of food products. Socio-demographic and life-style aspects are also examined to profile excess weight consumers. The survey was conducted in a region of northern Italy, and the sample analysed is composed of 908 consumers. An Ordinal Regression Model was used in which the dependent variable is discrete and ordered and is expressed in terms of BMI ordinal categories. The analysis revealed that people with excess weight display a high level of interest in nutrition claims, namely, short and immediately recognised messages. Conversely, obese individuals assign less importance to marketing attributes (price, brand, and flavour) compared with normal weight consumers. Socio-demographic and life-style characteristics affect the rate of obesity, highlighting that the most vulnerable segments of population are more susceptible to excess weight problems.