Nutri-scores on purchase intentions and the moderating effect of health consciousness and skepticism on the label
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2024-06-25
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en
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The study examined whether the Nutri-score A, E or the absence of the Nutri-score would influence purchase intentions. In the literature a disparity was found in the results regarding different Nutri-scores on purchase intentions. Therefore, this research tried to fill this gap by examining one relevant moderator: skepticism towards the label. It was expected that consumers with higher perceived levels of skepticism have lower purchase intentions for products with a favorable Nutri-score and higher purchase intentions for products with a less favorable Nutri-score.
An online survey was conducted among 145 respondents, in which respondents got exposed to one of the three conditions: rice cakes without a Nutri-score, with Nutri-score or with Nutri-score E. An ANCOVA was performed reveal the differences in purchase intentions and to test for moderating effects of skepticism, while controlling for the control variables, liking of the specific product and brand attitude.
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Faculteit der Managementwetenschappen