Analyzing the impact of the nutri-score nutrition labeling system on consumer perceptions and purchase intention

Absztrakt (kivonat)

This quantitative study aims to investigate the effect of Nutri-score nutrition labelling system on consumers’ perception of product healthiness and buying intention utilizing explicit (self-report) and implicit methods in an online shopping context. The study addresses also, whether personal factors such as nutrition knowledge, general health interest, body weight discrepancy and demographic variables affect their perception and behaviour. In the self-report questionnaire, participants evaluated product healthiness with validated scales and indicated their purchase intention. The implicit association test revealed that consumers rather associate Nutri-score with healthy concepts, moreover, t-test confirmed that participants had significantly higher explicit healthiness perception and purchase intention in the Nutri-score label intervention condition. The research has several implications to businesses, most importantly, that by presenting Nutri-score label in online shopping environments, demand and sales for specific products can be increased and so yield management can be optimized.