Nutritional labelling and purchase intention interaction of interpretative food labels with consumers' beliefs and decisions

Purpose Spain decided to implement NutriScore with the objective of helping consumers to choose healthier foods. NutriScore is a summary indicator interpretative nutritional labelling. This study aims to verify whether the coexistence with other interpretative labelling may influence NutriScore effectiveness. Design/methodology/approach A questionnaire was used to analyse two different brands in the same category; one of them ranked with a B NutriScore rating and the other with a D NutriScore rating. The product packaging was shown in four different ways: without indications, with nutrient-specific labels, with summary indicators (NutriScore) and with both interpretative indicators. Having positive and negative evaluations of NutriScore allowed us to assess its impact. Structural equation modelling (SEM), Studentt-test andF-test were employed with a sample of 301 questionnaires. Findings The different formats of the interpretative labels did not moderate the relationship between perceived healthiness and purchase intention. When a food product is given positive evaluation from NutriScore, nutrient-specific interpretative labelling reinforces the effect of NutriScore. When a food product is given negative evaluation from NutriScore, nutrient specific interpretative labelling cancels the effect of NutriScore on perceived healthiness and purchase intention. Originality/value Previous studies have analysed the interaction between NutriScore and nutrient-specific interpretative labels, but they attribute a negative message to the product (warning labels). This study was aimed at analysing the interaction between NutriScore and summary indicators nutrient specific with positive message about the nutritional quality of the food item.

Automated summary

The study found that different formats of interpretative labels did not moderate the relationship between perceived healthiness and purchase intention. When a food product receives positive evaluation from NutriScore, nutrient-specific interpretative labels enhance the effect of NutriScore; however, when it receives negative evaluation, nutrient-specific interpretative labels cancel out the effect of NutriScore.