CONSUMER PERCEPTION AND UNDERSTANDING OF NUTRI-SCORE LABELS

Abstract

In the global context, unhealthy dietary habits significantly contribute to the risk of diseases and mortality. Recognizing this, the German Ministry of Nutrition and Agriculture prioritizes the promotion of healthier and balanced diets through its reduction and innovation strategy. Employing the Nutri-Score as a nudging tool, this study aims to assess the efficacy of visual nudging within the Fast-Moving Consumer Goods (FMCG) sector, specifically the food industry. The focus is on understanding consumers' purchase decisions influenced by the Nutri-Score and validating its consistency across various demographic factors. Utilizing an online survey with 294 participants, generating a total of 3,528 observations, the study explores participants' intentions to purchase selected products. Logistic regression analysis reveals that the Nutri-Score induces changes in purchasing behavior, with participants avoiding negatively rated products and preferring positively rated ones. Importantly, these effects remain consistent irrespective of participants' demographic characteristics