Exploring the potential for graphic warning labels to reduce intentions to consume energy drinks

Abstract

The rapid increase in the popularity of energy drinks (EDs), particularly amongst adolescents and young adults, represents a growing public health risk, warranting interventions to reduce consumption of the beverage. The effectiveness of front-of-package (FoP) warning labels in informing consumers and encouraging reduced consumption has been demonstrated for a range of products with adverse health effects. However, the potential of such a strategy to reduce ED consumption requires further investigation. The aim of this study was to compare the relative effectiveness of graphic warning labels depicting weight gain and cardiac effects in reducing intentions to consume EDs in comparison to a control ‘no label’ condition. Constructs of PMT were explored as mediators of the relationship between exposure to labels and intentions to reduce consumption. A secondary aim was to examine the association between perceived label effectiveness and behavioural intentions. Australian ED consumers aged 18 to 39 years (N = 343) were recruited to participate in an experimental online survey and randomly assigned to view one of three ED packaging/labels. Results indicated that the graphic warning labels did not differentially motivate participants to reduce ED consumption and were perceived as similarly effective. However, there was a significant gender difference in intentions for participants who viewed the cardiac effects label. The findings of this study contributed to the developing evidence base for effective interventions to reduce ED consumption. Future research should explore the motivations underlying ED consumption and the type of messages that will resonate with ED consumers.