The impact of traffic lights on willingness-to-pay for consumers with low income

Les effets du Nutri-Score en France sur le consentement-à-payer des consommateurs à faible revenu

Stéphan Marette ()

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Abstract: In order to lighten debates about Front-Of-Pack (FOP) nutrition labeling efficacy on improve consumers' dietary behavior, a lab experiment was conducted in France to evaluate the role of single summary traffic-lights (TL) system for breakfast cereals. Results show that the impact of the TL appearance is significantly higher when additional explanations are provided to consumers. Moreover, Nutri-Score improves consumers' Willingness-To-Pay (WTP) for healthy products (and reciprocally, deteriorates consumers' WTP for unhealthy products). The impact of the positive information on WTP is stronger for the private brand offered by supermarkets compared to the one for the national brand offered by multinationals.

Keywords: traffic lights; Willingness-to-Pay (WTP); national brand; private brand; nutrition (search for similar items in EconPapers)
Date: 2019
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Published in Décisions Marketing, 2019, 96 (Octobre-Décembre), pp.69-88

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02629246

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