Informer les parents avec l’apposition du Nutri-Score sur les produits alimentaires destinés aux enfants: les effets de la marque

Lydiane Nabec (), Nathalie Guichard (), Valérie Hémar-Nicolas () and Florence Durieux
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Lydiane Nabec: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay
Nathalie Guichard: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay
Valérie Hémar-Nicolas: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay
Florence Durieux: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay

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Abstract: • Objective: The objective of this research is to study the extent to which the Nutri-Score front-of-pack labeling on food products for children helps to promote products of better nutritional quality among parents. • Methodology: A pseudo-experimental "before-and-after" study was carried out on with 509 parents of children aged 3 to 18 years. Based on a within-subject design, it studies respondents' perceived healthiness of the product, their purchase intention and their brand trust, before and after the application of different Nutri-Scores on cereal packs. • Results: It shows that Nutri-Score labeling effects on evaluation of food products for children by parents vary according to nutritional score, and to the nature of brand - national brand or store brand. The promotional effect of a favorable Nutri-Score (A/Green) on food product evaluation by parents does not change according to the nature of brand. However, the warning effect of lower Nutri-Score in the food category (C/ Yellow or E/Dark orange) is stronger for national brands than for store brands. • Managerial and societal implications: In view of the public health problems related to children's nutrition, this research provides new insights into the effects of the Nutri-Score on parents' assessment of the healthiness of food products for children, their purchase intention and their brand trust. • Originality: This research lies in the use of a quasi-experiment to study the effects of the Nutri-Score on a market characterized by a dual target of parents and children.

Keywords: Nutrition; Etiquetage; Marque; Nutri-Score; Marketing social (search for similar items in EconPapers)
Date: 2022-07-19
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Published in Décisions Marketing, 2022, N° 106 (2), pp.11-30. ⟨10.3917/dm.106.0011⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04154320

DOI: 10.3917/dm.106.0011

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