A new study finds that consumers’ knowledge of food labels affects their perception of chicken product quality. Meatingplace reports the study by the University of Arkansas reveals non-sensory factors, such as label claims and the understanding level of the claims play a role in why consumers prefer a certain product over another. The study split a group of 66 participants in half, creating an equal number of participants that had prior knowledge of sustainability-related labels and those that had no prior education or knowledge. Both groups evaluated and sampled four chicken meat products. The samples were the same but labeled with four different claims. The high understanding group found differences among the labeled products while the control group did not determine any significant differences among the different chicken items.