The impact of the Nutri-Score nutrition label on perceived healthiness and purchase intentions
The impact of the Nutri-Score nutrition label on perceived healthiness and purchase intentions
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DOI：
10.1016/j.appet.2020.104995
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发表时间：
2021-02-01
期刊：
影响因子：
5.4
通讯作者：
Vermeir, Iris
中科院分区：
文献类型：
--
作者：
De Temmerman, Joyce;Heeremans, Eva;Vermeir, Iris
在购买时让更健康的食物选择变得更容易，这对公共政策制定者来说是一个挑战。营养评分可以成为一个有效的工具，引导和引导消费者做出更明智、更健康的购买决定。本研究探讨营养计分及其五个类别的存在对消费者健康感知与购买意向的影响。欧盟的消费者参与了两个在线实验，他们根据感知的健康程度和购买意愿对不同类别的产品进行了评级，无论有没有纽崔分。营养评分的存在使受访者能够更好地评估产品的健康程度；此外，它提供了促进健康产品销售的潜力，而不影响不健康产品的销售。感知的健康在纽崔斯-Score类别和购买意向之间起到中介作用，关注产品的健康可以给生产商带来竞争优势，无论它是制造商品牌还是自有品牌。这些发现为公共政策制定者和制造商提供了可操作的见解；它们还表明，有必要接受NUTRI-SCORE作为标准的包装正面标签，以帮助抗击日益严重的肥胖症。
Making healthier food choices easier at the time of purchase is a challenge for public policy makers. The Nutri-Score can be an effective tool for guiding and steering consumers toward more informed, healthier purchasing decisions. This research investigates the impact of the presence of the Nutri-Score and its five categories on consumers' perceived healthiness perceptions and purchase intentions. Consumers in the EU took part in two online experiments, in which they rated products from different categories, with or without Nutri-Scores, in terms of their perceived healthiness and purchase intentions. The presence of the Nutri-Score enabled respondents to assess the healthiness of products better; furthermore, it offers the potential to boost sales of healthy products, without affecting sales of unhealthy products. Perceived healthiness mediates the relationship between Nutri-Score categories and purchase intentions, and focusing on the healthiness of products can give producers a competitive advantage, regardless of whether it is a manufacturer brand or a private label. These findings offer actionable insights for public policy makers and manufacturers; they also suggest the need to embrace the Nutri-Score as the standard front-of-pack label to help fight the increasing obesity pandemic.