Disclosure of a “bad” nutri-score: a lucid consumer who rewards brands for their transparency

Divulgation d’un « mauvais » Nutri-Score: un consommateur lucide qui récompense la marque pour sa transparence

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: Examining the effects of summary nutrition labels on consumers' perceptions and decisions from advertisements remains an important gap in Front-of-Pack Nutrition Label (FOPNL) research. We focused on the Nutri-score which grades food products from A (best nutritional composition) to E (worst nutritional composition). In two experiments, we examined the influence of disclosing a Nutri-score E (vs control) in an Instagram ad on perceived healthiness, attitudes toward the (fictitious cereal) brand and the ad as well as purchase intentions (n=110) and expanded the scope to perceived (real chocolate spreads) brand transparency (n=95). We found that the disclosure lowered perceived healthiness which, then, led to less favourable attitudes and purchase intentions from the first study. In the second study, the disclosure proved to directly lead to less favourable attitudes and, yet, to more favourable perceptions of brand transparency. We offer implications for marketing practitioners, theory, and public health policy.

Keywords: Nutri-score; food advertising; food choice; eating behaviour; brand transparency; front-of-pack nutritional label; nutrition labelling; elección de los alimentos; etiquetado nutricional; etiqueta nutricional en el frente del envase; transparencia de marca; comportamiento alimentario; publicidad de alimentos; Puntuación nutricional; Nutri-Score; publicité alimentaire; choix alimentaire; comportement alimentaire; transparence de la marque; étiquetage nutritionnel en face avant; étiquetage nutritionnel (search for similar items in EconPapers)
Date: 2026-09-09
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Published in 37th AEMARK International Congress, Spanish National Association of Academic and Professional Marketing (AEMARK), Sep 2026, Malaga, Spain

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