Influence of nutrition claims on different models of front-of-package nutritional labeling in supposedly healthy foods: Impact on the understanding of nutritional information, healthfulness perception, and purchase intention of Brazilian consumers
Nutrition claims are positive information about foods, which are widely used as a marketing strategy on labels. On the contrary, front-of-package nutritional labeling (FoPNL) aims to make it easier for consumers to understand the nutritional composition of foods and favor healthy food choices. Howev...
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| Published in | Frontiers in nutrition (Lausanne) Vol. 9; p. 921065 |
|---|---|
| Main Authors | , , , , |
| Format | Journal Article |
| Language | English |
| Published |
Frontiers Media S.A
23.09.2022
|
| Subjects | |
| Online Access | Get full text |
| ISSN | 2296-861X 2296-861X |
| DOI | 10.3389/fnut.2022.921065 |
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| Abstract | Nutrition claims are positive information about foods, which are widely used as a marketing strategy on labels. On the contrary, front-of-package nutritional labeling (FoPNL) aims to make it easier for consumers to understand the nutritional composition of foods and favor healthy food choices. However, the concomitant presence of nutrition claims and FoPNL may hinder the understanding, judgment, and choices of consumers at the moment of purchase. Therefore, the objective of this study was to evaluate the influence of nutrition claims on the efficacy of FoPNL models in the understanding of nutritional information, healthfulness perception, and purchase intention of Brazilian consumers. It was an experimental cross-sectional study carried out using an online questionnaire, with a total of 720 participants randomly divided into four FoPNL conditions: control, octagon, triangle, and magnifying glass. Each participant looked at 12 food packages, which were produced following the factorial design: (i) food category (cereal bar, whole grain cookies, and snacks); (ii) product type (containing one critical nutrient × containing two critical nutrients); and (iii) nutrition claims (present × absent). The comprehension of nutritional information was evaluated through the identification of excessive nutrients, and the healthfulness perception and purchase intention were evaluated using a seven-point scale. The results indicated that the presence of FoPNL increased the understanding of the information and reduced healthfulness perception and purchase intention. The presence of nutrition claims influenced the three outcomes, decreasing the probability of understanding information about food composition by 32% (OR 0.68, 95% confidence interval 0.58–0.78,
p
< 0.01) and significantly increasing (
p
< 0.05) average health scores (1.95–2.02) and purchase intention (2.00–2.05). Nonetheless, the interaction “FoPNL × claims” was not significant, which indicated that claims act independently. All FoPNL models were more effective than the control. For the least healthful type of product (two nutrients in excess), the octagon and triangle models were superior to the magnifying glass, regarding the outcome of healthfulness perception. The results prove the efficacy of FoPNL in consumer understanding and judgment. Despite the positive effects of FoPNL, it did not cancel the positivity bias generated by the claims. |
|---|---|
| AbstractList | Nutrition claims are positive information about foods, which are widely used as a marketing strategy on labels. On the contrary, front-of-package nutritional labeling (FoPNL) aims to make it easier for consumers to understand the nutritional composition of foods and favor healthy food choices. However, the concomitant presence of nutrition claims and FoPNL may hinder the understanding, judgment, and choices of consumers at the moment of purchase. Therefore, the objective of this study was to evaluate the influence of nutrition claims on the efficacy of FoPNL models in the understanding of nutritional information, healthfulness perception, and purchase intention of Brazilian consumers. It was an experimental cross-sectional study carried out using an online questionnaire, with a total of 720 participants randomly divided into four FoPNL conditions: control, octagon, triangle, and magnifying glass. Each participant looked at 12 food packages, which were produced following the factorial design: (i) food category (cereal bar, whole grain cookies, and snacks); (ii) product type (containing one critical nutrient × containing two critical nutrients); and (iii) nutrition claims (present × absent). The comprehension of nutritional information was evaluated through the identification of excessive nutrients, and the healthfulness perception and purchase intention were evaluated using a seven-point scale. The results indicated that the presence of FoPNL increased the understanding of the information and reduced healthfulness perception and purchase intention. The presence of nutrition claims influenced the three outcomes, decreasing the probability of understanding information about food composition by 32% (OR 0.68, 95% confidence interval 0.58–0.78,
p
< 0.01) and significantly increasing (
p
< 0.05) average health scores (1.95–2.02) and purchase intention (2.00–2.05). Nonetheless, the interaction “FoPNL × claims” was not significant, which indicated that claims act independently. All FoPNL models were more effective than the control. For the least healthful type of product (two nutrients in excess), the octagon and triangle models were superior to the magnifying glass, regarding the outcome of healthfulness perception. The results prove the efficacy of FoPNL in consumer understanding and judgment. Despite the positive effects of FoPNL, it did not cancel the positivity bias generated by the claims. Nutrition claims are positive information about foods, which are widely used as a marketing strategy on labels. On the contrary, front-of-package nutritional labeling (FoPNL) aims to make it easier for consumers to understand the nutritional composition of foods and favor healthy food choices. However, the concomitant presence of nutrition claims and FoPNL may hinder the understanding, judgment, and choices of consumers at the moment of purchase. Therefore, the objective of this study was to evaluate the influence of nutrition claims on the efficacy of FoPNL models in the understanding of nutritional information, healthfulness perception, and purchase intention of Brazilian consumers. It was an experimental cross-sectional study carried out using an online questionnaire, with a total of 720 participants randomly divided into four FoPNL conditions: control, octagon, triangle, and magnifying glass. Each participant looked at 12 food packages, which were produced following the factorial design: (i) food category (cereal bar, whole grain cookies, and snacks); (ii) product type (containing one critical nutrient × containing two critical nutrients); and (iii) nutrition claims (present × absent). The comprehension of nutritional information was evaluated through the identification of excessive nutrients, and the healthfulness perception and purchase intention were evaluated using a seven-point scale. The results indicated that the presence of FoPNL increased the understanding of the information and reduced healthfulness perception and purchase intention. The presence of nutrition claims influenced the three outcomes, decreasing the probability of understanding information about food composition by 32% (OR 0.68, 95% confidence interval 0.58-0.78, p < 0.01) and significantly increasing (p < 0.05) average health scores (1.95-2.02) and purchase intention (2.00-2.05). Nonetheless, the interaction "FoPNL × claims" was not significant, which indicated that claims act independently. All FoPNL models were more effective than the control. For the least healthful type of product (two nutrients in excess), the octagon and triangle models were superior to the magnifying glass, regarding the outcome of healthfulness perception. The results prove the efficacy of FoPNL in consumer understanding and judgment. Despite the positive effects of FoPNL, it did not cancel the positivity bias generated by the claims.Nutrition claims are positive information about foods, which are widely used as a marketing strategy on labels. On the contrary, front-of-package nutritional labeling (FoPNL) aims to make it easier for consumers to understand the nutritional composition of foods and favor healthy food choices. However, the concomitant presence of nutrition claims and FoPNL may hinder the understanding, judgment, and choices of consumers at the moment of purchase. Therefore, the objective of this study was to evaluate the influence of nutrition claims on the efficacy of FoPNL models in the understanding of nutritional information, healthfulness perception, and purchase intention of Brazilian consumers. It was an experimental cross-sectional study carried out using an online questionnaire, with a total of 720 participants randomly divided into four FoPNL conditions: control, octagon, triangle, and magnifying glass. Each participant looked at 12 food packages, which were produced following the factorial design: (i) food category (cereal bar, whole grain cookies, and snacks); (ii) product type (containing one critical nutrient × containing two critical nutrients); and (iii) nutrition claims (present × absent). The comprehension of nutritional information was evaluated through the identification of excessive nutrients, and the healthfulness perception and purchase intention were evaluated using a seven-point scale. The results indicated that the presence of FoPNL increased the understanding of the information and reduced healthfulness perception and purchase intention. The presence of nutrition claims influenced the three outcomes, decreasing the probability of understanding information about food composition by 32% (OR 0.68, 95% confidence interval 0.58-0.78, p < 0.01) and significantly increasing (p < 0.05) average health scores (1.95-2.02) and purchase intention (2.00-2.05). Nonetheless, the interaction "FoPNL × claims" was not significant, which indicated that claims act independently. All FoPNL models were more effective than the control. For the least healthful type of product (two nutrients in excess), the octagon and triangle models were superior to the magnifying glass, regarding the outcome of healthfulness perception. The results prove the efficacy of FoPNL in consumer understanding and judgment. Despite the positive effects of FoPNL, it did not cancel the positivity bias generated by the claims. Nutrition claims are positive information about foods, which are widely used as a marketing strategy on labels. On the contrary, front-of-package nutritional labeling (FoPNL) aims to make it easier for consumers to understand the nutritional composition of foods and favor healthy food choices. However, the concomitant presence of nutrition claims and FoPNL may hinder the understanding, judgment, and choices of consumers at the moment of purchase. Therefore, the objective of this study was to evaluate the influence of nutrition claims on the efficacy of FoPNL models in the understanding of nutritional information, healthfulness perception, and purchase intention of Brazilian consumers. It was an experimental cross-sectional study carried out using an online questionnaire, with a total of 720 participants randomly divided into four FoPNL conditions: control, octagon, triangle, and magnifying glass. Each participant looked at 12 food packages, which were produced following the factorial design: (i) food category (cereal bar, whole grain cookies, and snacks); (ii) product type (containing one critical nutrient × containing two critical nutrients); and (iii) nutrition claims (present × absent). The comprehension of nutritional information was evaluated through the identification of excessive nutrients, and the healthfulness perception and purchase intention were evaluated using a seven-point scale. The results indicated that the presence of FoPNL increased the understanding of the information and reduced healthfulness perception and purchase intention. The presence of nutrition claims influenced the three outcomes, decreasing the probability of understanding information about food composition by 32% (OR 0.68, 95% confidence interval 0.58–0.78, p < 0.01) and significantly increasing (p < 0.05) average health scores (1.95–2.02) and purchase intention (2.00–2.05). Nonetheless, the interaction “FoPNL × claims” was not significant, which indicated that claims act independently. All FoPNL models were more effective than the control. For the least healthful type of product (two nutrients in excess), the octagon and triangle models were superior to the magnifying glass, regarding the outcome of healthfulness perception. The results prove the efficacy of FoPNL in consumer understanding and judgment. Despite the positive effects of FoPNL, it did not cancel the positivity bias generated by the claims. |
| Author | Prates, Sarah Morais Senna Rojas, Carlos Felipe Urquizar Anastácio, Lucilene Rezende Reis, Ilka Afonso Spinillo, Carla Galvão |
| AuthorAffiliation | 3 Laboratory of Information System Design, Design Post-Graduation Program, Department of Design, Universidade Federal do Paraná , Curitiba , Brazil 2 Department of Statistics, Institute of Exact Sciences, Universidade Federal de Minas Gerais , Belo Horizonte , Brazil 1 Food Science Post-Graduation Program, Department of Food Science, Universidade Federal de Minas Gerais , Belo Horizonte , Brazil |
| AuthorAffiliation_xml | – name: 1 Food Science Post-Graduation Program, Department of Food Science, Universidade Federal de Minas Gerais , Belo Horizonte , Brazil – name: 2 Department of Statistics, Institute of Exact Sciences, Universidade Federal de Minas Gerais , Belo Horizonte , Brazil – name: 3 Laboratory of Information System Design, Design Post-Graduation Program, Department of Design, Universidade Federal do Paraná , Curitiba , Brazil |
| Author_xml | – sequence: 1 givenname: Sarah Morais Senna surname: Prates fullname: Prates, Sarah Morais Senna – sequence: 2 givenname: Ilka Afonso surname: Reis fullname: Reis, Ilka Afonso – sequence: 3 givenname: Carlos Felipe Urquizar surname: Rojas fullname: Rojas, Carlos Felipe Urquizar – sequence: 4 givenname: Carla Galvão surname: Spinillo fullname: Spinillo, Carla Galvão – sequence: 5 givenname: Lucilene Rezende surname: Anastácio fullname: Anastácio, Lucilene Rezende |
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| Cites_doi | 10.1016/j.appet.2014.07.006 10.1006/appe.1999.0232 10.3390/nu8120787 10.1016/j.appet.2006.09.011 10.1207/s15327663jcp1404_2 10.1139/apnm-2012-0386 10.1016/j.appet.2022.106044 10.1017/S1368980011003508 10.1016/j.foodres.2018.10.038 10.1016/j.foodqual.2017.12.001 10.1093/ajcn/nqy248 10.1016/j.jneb.2008.11.002 10.1016/J.FOODCONT.2019.106841 10.1017/S1368980014002997 10.3390/nu11122967 10.3390/nu10060688 10.1017/S1368980012000754 10.1177/074391569901800110 10.1016/j.jneb.2019.01.021 10.2501/IJA-32-4-587-616 10.1136/bmjgh-2019-001882 10.1016/j.puhe.2017.02.011 10.1016/j.appet.2021.105229 10.1016/j.foodqual.2017.10.003 10.1016/j.appet.2020.104629 10.3390/nu10070832 10.1016/j.cofs.2019.12.006 10.1016/j.foodpol.2013.07.003 10.1509/JPPM.26.1.118 10.1016/j.appet.2021.105469 10.3390/nu10111624 10.1111/j.1467-9280.2008.02189.x 10.1017/S136898001700249X 10.3390/NU8060327 10.1016/j.foodres.2019.01.008 10.1177/002224299806200405 10.1017/S1368980018002550 10.1016/j.appet.2018.05.012 10.1016/j.appet.2012.08.014 10.1016/j.foodqual.2020.103991 10.1017/S1368980017000866 10.1590/0102-311X00032116 10.1016/j.foodqual.2005.12.001 10.1016/j.foodres.2012.03.016 10.1016/j.foodqual.2016.05.016 10.1016/j.foodqual.2009.09.007 10.1017/S1368980018000010 10.1301/nr.2005.jul.256-264 10.1186/s12966-019-0781-x 10.1016/j.jneb.2016.12.003 10.1079/phn2005666 10.1016/j.foodqual.2018.03.007 10.1016/j.foodqual.2019.103749 10.1007/s10389-007-0101-9 10.11606/s1518-8787.2021055002395 10.1080/00913367.2015.1048911 10.1016/j.appet.2019.104485 10.3390/FOODS10081689 10.1016/j.appet.2020.104831 10.1016/j.appet.2017.04.012 10.1016/j.foodqual.2019.103821 10.1080/15378020.2016.1181507 |
| ContentType | Journal Article |
| Copyright | Copyright © 2022 Prates, Reis, Rojas, Spinillo and Anastácio. Copyright © 2022 Prates, Reis, Rojas, Spinillo and Anastácio. 2022 Prates, Reis, Rojas, Spinillo and Anastácio |
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| Notes | ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23 Edited by: Rosires Deliza, Embrapa Agroindústria de Alimentos, Brazil This article was submitted to Nutrition and Food Science Technology, a section of the journal Frontiers in Nutrition Reviewed by: Gaston Ares, Universidad de la República, Uruguay; Venkatesan Arul, Pondicherry University, India |
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| Title | Influence of nutrition claims on different models of front-of-package nutritional labeling in supposedly healthy foods: Impact on the understanding of nutritional information, healthfulness perception, and purchase intention of Brazilian consumers |
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