Nutrition Labeling and Food Choice Behavior in a Cross-Border Context: Evidence from the Rio Grande Valley

Abstract

Unhealthy dietary habits have been linked to chronic conditions such as obesity, diabetes, and cardiovascular disease. As a result, governments have implemented nutritional labeling policies intended to assist consumers in making informed food choices. While the United States relies primarily on Nutrition Facts panels, Mexico recently adopted a front-of-package warning label system that uses highly visible warning symbols. This study examines how nutritional labels influence food choices among university students in the Rio Grande Valley, a unique border region where consumers are exposed to both U.S. and Mexican food-labeling systems. Data was collected through an online Qualtrics survey administered to students at the University of Texas Rio Grande Valley (UTRGV). Results indicate that although students generally value nutrition and recognize the importance of food labels, many find labels difficult to understand. Students who shop in both the United States and Mexico demonstrated greater success in selecting healthier food options than students who shop exclusively in the United States. Findings suggest that simplified front-of-package labeling systems may improve consumer understanding and support healthier purchasing decisions.