Exploring the Potential for Graphic Warning Labels to Reduce Intentions to Consume Energy Drinks

Effective interventions to reduce energy drink (ED) consumption are needed. This study explored the effect of warning labels on intentions to reduce ED consumption, perceived label effectiveness and protection motivation theory (PMT) constructs.

Australian ED consumers aged 18 to 39 years (N = 343) participated in an experimental online survey, randomly assigned to view one of three ED warning label conditions (weight gain, cardiac effects, no label-control). Intentions to reduce ED consumption, perceived effectiveness of labels and selected PMT constructs were assessed.

Participants reported moderate-high awareness of the health effects of consumption (62.68%) and advisory statements on EDs (69.39%), including daily consumption limits (48.40%). EDs were consumed frequently, with 56.26% regular (at least weekly) consumers and most commonly for functional benefits (e.g., alertness). ED warning labels did not have a statistically significant effect on intentions to reduce consumption. The cardiac label performed better than the weight gain label in 'grabbed attention' (72.97% vs. 55.66%, p = 0.008), with non-significant trends (p > 0.05, absolute differences ≥ 10%) suggesting it was stronger on some other perceived effectiveness measures. Supplementary analyses indicated females in the cardiac condition reported greater intentions to reduce ED consumption than females in the control condition (p = 0.042).

Graphic warning labels and labels warning of cardiac effects are worthy of further exploration as a potential intervention to reduce ED consumption. SO WHAT?: Future research should explore the motivations underlying ED consumption and further explore messages that will resonate with consumers.