The role of information attainment on Front-of-Package labels and individual empowerment impacting boycott behavior

Caroline Gauthier (), Frédéric Bally and Patricia Baudier
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Caroline Gauthier: EESC-GEM Grenoble Ecole de Management
Frédéric Bally: Kedge BS - Kedge Business School
Patricia Baudier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: In response to consumer's growing attention to the products they consume, front-of-package (FOP) labels have been developed to help them make healthier choices. This research aims to analyse the impact of information attainment on both FOP efficacy and individual empowerment and to measure the influence of FOP and individual empowerment on boycott behaviour. A quantitative approach was selected and a total sample of 353 respondents was collected and analysed using a partial least squares approach. The results show that information attainment affects two variables related to efficacy, namely consumer understanding and helpfulness, and three components of individual empowerment, namely consumer competence, self-determination, and consumer feelings of impact. Furthermore, our study reveals that boycott behaviour is determined by helpfulness and feelings of impact. This research provides better understanding of how consumers perceive FOP labels, how consumers are empowered, and how this influences behaviour.

Keywords: Information attainment; Consumer empowerment; Front-of-package; FOP labels; Consumer behaviour; Boycott; Health; Marketing; Quantitative study; Food label (search for similar items in EconPapers)
Date: 2025
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Published in International Journal of Internet Marketing and Advertising, inPress, ⟨10.1504/IJIMA.2024.10066307⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04980107

DOI: 10.1504/IJIMA.2024.10066307

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