Explaining consumers’ use of Nutri-Score by motivation, ability, and perceived source credibility

Abstract

As obesity and health-related consequences continues to rise, there is a growing concern for supporting Dutch consumers in making healthy food choices. The Netherlands has the ambitious goal of reducing society’s obesity problem. Hence, the Nutri-Score was recently introduced on food packages. To increase consumers’ use of Nutri-Score, the drivers: motivation and ability to process and perceived source credibility can have a positive impact. In addition, the need for nutrition information can have a positive impact on the motivation and ability to process. Perceived source credibility is represented by three sources: the Dutch government, Albert Heijn and Food producers. The purpose of this study is to examine the impact of perceived source credibility on the use of the Nutri-Score and to examine the impact of perceived source credibility on the relationship between the motivation and ability to process and the use of the Nutri-Score. However, the impact of the need for information on the motivation and ability to process is also examined, since it is an important driver. The results showed that the need for information does have a significant positive impact on the motivation and ability to process. Furthermore, motivation and perceived source credibility do have a significant positive impact on Nutri-Score use, but the ability to process does not have a significant effect on Nutri-Score use. However, perceived source credibility significantly impacts the relationship between motivation and ability to process and the use of Nutri-Score. This research contributes to the literature by explaining the importance of stimulating the need for information, the motivation and (ability) to process and perceived source credibility to increase consumers’ Nutri-Score use.