The role of familiarity with the Nutri-score in assessing and intending to purchase advertised products

Le rôle de la familiarité avec le Nutri-score sur les évaluations et l’intention d’achat de produits dans la publicité

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 and familiarity with them in advertisement is an important gap in Front-of-Pack Nutrition Label (FOPNL) research. In an experiment with 163 consumers, we examine the moderating impact of familiarity with the Nutri-score on disclosing a Nutri-score A vs. E vs control for effects on perceived nutritional quality, perceived healthiness and purchase intentions. Overall, results support the effectiveness of the disclosure, with positive/negative impacts from scores A/E. Importantly, respondents with greater familiarity with the label performed better than those with lower familiarity, controlling for subjective nutrition knowledge and demographics. Serial mediation analyses produced the impact on purchase intentions. We offer implications for marketing practitioners, theory, and public health policy.

Keywords: social media advertising; food choice; eating behaviour; label familiarity; Nutri-score; familiarité avec l'étiquette; publicité sur les réseaux sociaux; choix alimentaires; comportement alimentaire (search for similar items in EconPapers)
Date: 2026-09-18
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Published in 20ème Journée du Marketing Agroalimentaire à Montpellier (JMAM), Association Française du Marketing (AFM); IAE Montpellier, Sep 2026, Montpellier, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05665265

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