Time preference and nutrition label use: Evidence from China

The assumption that label use behavior is, to some extent, intertemporal decision behavior because the benefit of label use cannot be realized instantly, is insufficiently considered. This paper is the first to examine directly if food nutrition label use is associated with behavioral inclinations in time preference. Using a theoretical analysis, this paper illustrates that individuals with lower present bias and higher long-run patience tend to use nutrition labels more frequently. In an empirical investigation, an analysis of a nationwide survey of 1220 Chinese adults confirmed that time preference relates to label use behavior, not only via impatience but also via hyperbolic discounting. Results of this study can help to better understand label-use behavior. They also provide important policy implications for the design of proper strategies for improving food nutrition label use, as well as help consumers in China and other developing countries choose healthier diets. •This work is the first to regard label use behavior as intertemporal decision behavior.•A theoretical model of time preference on nutrition label use is constructed.•Two different label schemes, nutrition facts panel and nutrition claim, are considered.•Time preference relates to label use by long-run patience and hyperbolic discounting.•Domain independence may exist between monetary and psychological domains.