Guilt and the Consumption of Products with an Unhealthy Image
Round 1
Reviewer 1 Report
The study investigated the effect of nutrition labelling on consumer guilt, in situations where consumers ingest products that have an unhealthy image. The authors approach two experimental studies of consumer guilt associated with product-nutrition labelling and goal activation. The first one, investigate the direct effect of product-nutrition labelling, while the second one examined consumer guilt caused by product nutrition labelling and goal activation. With all the respect, I think that this article is out of the scope of Sustainability, and seems to be more appropriate for other topics such as FOODS or IJERPH, which also belong to mdpi. I highly recommend submitting the article to one of these journals
Author Response
Thank you for your opinion.
We have considered submitting it to other journals as you recommended.
After contemplateing your recommendation, we decided to revise by reflecting two ther reviewers and submit this special issue of Sustainable Food. We think that the keywords of this special isue were judged to be related to our reaserch.
Anyhow, we are interested in consumer behaviors and psychology when it comes to guilt, and doing another research. Thus, if we have a chance to submit the next research, we will submit it to the journals that you recommended.
One more time, thank you for your opinion.
Reviewer 2 Report
Hello there, I appreciate the opportunity to review this interesting article. I think there are some improvements that could be made, such as the following: - In the abstract and then in the main text, there is talk of one study, but there are really several. The structure of the investigation is not clearly explained and creates confusion. I suggest that you include an image where you can see graphically the structure of the entire investigation. -I suggest a complete revision of the text and its writing, to make the reading easier and more comprehensible, as well as to correct various linguistic errors (for example develping instead of developing) or typographical.Author Response
Thanks for giving us precious comments for revision.
We tried to proofread the entire writings as thoroughly as possible thanks to your comments.
We really appreciate that.
Author Response File: 
Author Response.pdf
Reviewer 3 Report
Dear Authors
The article deals with an important and actual topic. I would like to make a few observations. I hope they will be useful for You.
I believe that the part of work devoted to the methodology has not been sufficiently developed. The exact location of the research should be specified - country, city, university. It is worth pointing out what is the significance of it for the obtained results.
In my opinion, the way of dividing the participants of the study into hedonic and utilitarian goal activation group requires more explanation. Also I would like to ask - Is the product selected for the study - ramen - a good representative of hedonistic consumption?
Other comments:
- the title of point 2 needs to be corrected
- the text requires editorial correction; it is necessary to verify, among others, use of spaces when referencing literature; there are some other editorial errors, e.g. lines: 20, 150, 237
- it is worth to verify the quality of the tables - the dots at the end of the titles are not needed; in Tables 1 and 3 it is worthwhile to title the first column; the source should be given below the tables and figures; table titles need to be clarified; especially in tables 1 and 3, it should be clearly defined what the presented mean values refer to
- the graphs appear to duplicate the information given in the tables; it should be verified whether the chart category description is correct ("added" or "reduced"?), mean values can be added to the graphs
Thank you
Author Response
Thank you for giving us precious comments.
We deelpy took care of the points that you mentioned and that made us revise the whole research thoroughly.
We really appreciate it.
Author Response File: Author Response.pdf
