The role of free-from symbols on consumer perceptions of healthiness, quality and intention to buy baked food products

Little is known about the impact of free-from symbols on people's consumption choices - particularly for controversial ingredients such as palm oil. We investigated how free-from symbols influence consumers' perceptions of food products and whether the absence of an ingredient, whether real or fabricated, is seen as a sign of improved healthiness or quality. We conducted an experiment with a sample of 1215 adults representing the Italian population, showing them two products - crackers and sweet snacks - each with four different symbols. We created the free-from CO2 and free-from polyunsaturated fats symbols, while palm oil-free and blank symbols were used for comparison. free-from symbols influence consumers' perceptions of the food as being of better quality and healthiness, regardless of the ingredient removed. This symbol also influenced purchasing intentions. Consumers' perceptions of the product were influenced by the free-from wording, rather than the type of ingredient or product presented.

Automated summary

Little is known about the impact of free-from symbols on people's consumption choices, particularly for controversial ingredients like palm oil. We conducted an experiment with 1215 adults in Italy, showing them products with different symbols. Regardless of the ingredient removed, free-from symbols influenced consumers' perceptions of better quality and healthiness. The wording of the free-from symbols had a greater impact on consumers' perceptions than the type of ingredient or product presented.