Are front-of-pack labels legitimate? The explicative role of label format according to consumers’ nutrition expertise

Les logos nutritionnels sont-ils légitimes ? Analyse de l'effet de leur format selon l'expertise nutritionnelle des consommateurs

Lydiane Nabec (lydiane.nabec@u-psud.fr), Philippe Mérigot (philippe.merigot@u-pem.fr) and Chantal Julia
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Lydiane Nabec: RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11
Philippe Mérigot: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Chantal Julia: CRESS (U1153 / UMR_A_1125 / UMR_S_1153) - Centre de Recherche Épidémiologie et Statistique Sorbonne Paris Cité - INRA - Institut National de la Recherche Agronomique - UPD7 - Université Paris Diderot - Paris 7 - UPD5 - Université Paris Descartes - Paris 5 - USPC - Université Sorbonne Paris Cité - INSERM - Institut National de la Santé et de la Recherche Médicale

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Abstract: To help changing nutritional practices of consumers and to improve their collective and individual well-being, a French law of 2016 organizes the affixing of a simplified and harmonized front-of-pack nutritional label. Several proposals were made during the debates, whether from academics or industrials and retailers. What is at stake for public authority is the reading of nutritional information by the consumers with a low nutrition expertise. Taking up this challenge implies that consumers grant legitimacy to these labels, especially the less expert consumers. With an online experiment with 18 098 consumers who participates in the NutriNet-Santé study, we show that the legitimacy of front-of-pack labels depends on the format of they adopt and consumers' nutrition expertise. These results help public authorities to choose the optimal format of front-of pack nutritional labels for a targeted segment.

Keywords: Food; Nutrition; Labeling; Legitimacy; Health; Alimentation; Etiquetage; Légitimité; Santé (search for similar items in EconPapers)
Date: 2017-05-17
Note: View the original document on HAL open archive server: https://hal.science/hal-02310782v1
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Published in 33ème congrès international de l'AFM (Association Française du Marketing), May 2017, Tours, France

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