University of Twente Student Theses
The Impact of Nutri-Score on Consumer Product Attitude and Purchase Intention : Insights from an Online Survey Experiment
Berg, I.A.S. (2024) The Impact of Nutri-Score on Consumer Product Attitude and Purchase Intention : Insights from an Online Survey Experiment.
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| Abstract: | This study examines the impact of the Nutri-Score front-of-pack (FOP) nutritional label on consumer product attitudes and purchase intentions, and explores whether health consciousness moderates these effects. Using an online survey experiment with a 2x2 between-subjects design, participants were exposed to products with and without Nutri-Score labels across healthy and unhealthy breakfast cereals (granola, oatmeal, and muesli). Results indicate that Nutri-Score labeling significantly enhances consumer attitudes towards oatmeal and increases purchase intentions for both oatmeal and muesli, while having no significant effect on granola. Health consciousness did not significantly moderate these relationships. This study enhances the understanding of how FOP labeling influences consumer behavior, particularly Nutri-Score, and underscores the need for further research to explore other factors. The findings show that the effectiveness of Nutri-Score may vary by product type. Insights from this study provide valuable information for policymakers and marketers aiming to promote healthier eating habits through FOP labeling. Implementing Nutri-Score can effectively guide consumers towards better nutritional choices and aid in designing impactful health promotion strategies and marketing campaigns. This research contributes to the limited literature on Nutri-Score by demonstrating its impact on consumer attitudes and purchase intentions in an online experimental setting, offering practical recommendations for its use in health promotion and marketing. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/102149 |
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