Labeling and consumer purchases

AbstractLabeling 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.