Nutri-Score Vs. Nutrition Claim: The Effects of Incongruent Front-of-Pack Nutritional Information on Consumer Perceptions of Product Healthiness, Brand Attitude, and Purchase Intention

Loes Janssen, Eline A. M. Bogaert
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Abstract

ABSTRACT To encourage healthier food choices, an increasing number of EU governments introduced the Nutri-Score nutrition label on food package fronts. However, the label score, ranging from A (most healthy in comparison to food group alternatives) to E (least healthy), may conflict with marketing-incentivized nutrition claims that highlight positive nutritional aspects of foods (e.g., “high in fiber”) that are in fact of poor nutritional quality. To investigate how consumers respond to this discrepant front-of-pack nutritional information, we performed a 3 (Nutri-Score: A vs. E vs. absent) × 2 (Nutrition claim: present vs. absent) between-subjects experiment among 246 Dutch consumers, measuring perceived product healthiness, persuasion knowledge (i.e. critical awareness of the claim’s promotional intent), and marketing outcomes (i.e. brand attitude and purchase intention). Without a nutrition claim, breakfast cereal was perceived healthier with Nutri-Score A and less healthy with Nutri-Score E (vs. Nutri-Score absence), affecting marketing outcomes accordingly. However, in the presence of a nutrition claim (“no added sugars”), no Nutri-Score effects occurred. Nutri-Score presence was unable to interrupt the promotional effect of a concurrent nutrition claim on an E-labeled breakfast cereal. However, the more a nutrition claim was perceived as a misleading marketing attempt, the less positive its effects on consumer responses.
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营养评分与营养声称:包装前营养信息对消费者对产品健康度、品牌态度和购买意愿的影响
摘要为了鼓励人们选择更健康的食品,越来越多的欧盟国家政府在食品包装正面推出了Nutri Score营养标签。然而,标签评分从A(与食品组替代品相比最健康)到E(最不健康),可能与营销激励的营养声明相冲突,这些营养声明强调了食品的积极营养方面(例如“高纤维”),而事实上这些食品的营养质量很差。为了调查消费者对这种不一致的包装前营养信息的反应,我们在246名荷兰消费者中进行了一项3(营养评分:a vs.E vs.不存在)×,以及营销结果(即品牌态度和购买意愿)。在没有营养声明的情况下,早餐麦片在营养评分a时被认为更健康,在营养评分E时则不那么健康(与没有营养评分相比),从而影响营销结果。然而,在存在营养声明(“不添加糖”)的情况下,没有发生营养评分影响。Nutri Score的存在并不能中断同时对电子标签早餐麦片进行营养声明的宣传效果。然而,营养声明越是被视为误导性的营销尝试,其对消费者反应的积极影响就越小。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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