Labeling and consumer purchases

Abstract

Labeling information and its presentation are intended to guide consumers at a store toward a choice of food that is healthier than they might otherwise buy. Consumer reactions to labeling are examined in this study through the Nutri-Score (food) label, the efficacy and utility of which is still under debate. The aim is to analyze the degree of approval of Nutri-Score through the Technology Acceptance Model, applying structural equation modeling to data gathered from a questionnaire administered to a sample of 478 Spanish consumers. All the hypotheses of the theoretical model were validated. The results of the proposed Nutri-Score Acceptance Model affirmed that perceived usefulness is a direct predictor of consumer attitude and purchasing behavior, when consumers are evaluating the contents of the Nutri-Score label. In turn, perceived ease of use had an indirect influence on the two previous variables. In this study, it is confirmed that Nutri-Score is an effective system for guiding consumer purchase decisions on packaged food. The usefulness of the label generates positive attitudes toward intention of use among consumers.