Labelling advertised foods in social media with the Nutri-score: what role for perceived nutritional value?

Étiquetage des aliments promus sur les réseaux sociaux avec le Nutri-score: quel rôle pour la valeur nutritionnelle perçue ?

Boubacar Sadou ()
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Boubacar Sadou: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine, Université de Haute-Alsace, Mulhouse, France.

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Abstract: Front-of-pack nutritional labels (FOPNL) steer consumers toward healthier products, but little research is conducted to understand their effects in social media advertisements. We focused on the Nutri-score, which grades products from most nutritious (A) to the least (E). With a sample of 163 respondents, we tested responses to disclosed Nutri scores A/E in Instagram ads. We found that disclosing a Nutri-score A increases perceived nutritional quality of breakfast cereals, while a Nutri-score E decreases it. In addition, a Nutri-score A improves purchase intention through the mediation by perceived nutritional quality. Conversely, a Nutri score E lowers purchase intention through the same mediation. We recommend that food marketers use the Nutri-score to highlight the health and nutritional benefits of their products to increase sales from a setting like social media. Policymakers in France and elsewhere should consider making the Nutri-score mandatory in ads to fight poor dieting.

Keywords: nutrition labelling; social media food ads; food advertisement; Nutri-score; Perceived nutritional quality; Qualité nutritionnelle perçue; publicité alimentaire; publicités alimentaires sur les réseaux sociaux; étiquetage nutritionnel (search for similar items in EconPapers)
Date: 2026-06-11
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Published in 11è Colloque AFM Prix & Valeur, Association Française du Marketing (AFM); VALLOREM et l’IAE Tours Val de Loire, Jun 2026, Tours (FR), France

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