The Effect of Gluten-Free Labels on Customer's Perception of Healthiness, Expected Price, and Willingness to Purchase

Abstract

The purpose of this study is to identify gluten-free label's effect on customer's perceived healthiness, expected price point, and willingness to purchase. The hypothesis is that gluten-free labels will have a significant effect on customer's perceptions, price points, and willingness to purchase. Through a survey, this research will examine eight different products and the difference between the results for products that are normally gluten containing and those that are naturally gluten-free. These results will allow for companies to discover the benefit a gluten-free label may have on their products. In addition, these results may demonstrate the effect that customer perceptions can be effected even if a gluten-free label is used on a naturally gluten-free product.