Labelling in self-service retail: Can the presented form of nutritional information on packaging increase perceptions of healthiness and purchase intention?

Abstract

Purpose: To investigate whether different forms of nutritional information displayed on a foodstuff's's front panel packaging affect perceptions of healthiness and purchase intention in Brazilian retail. Method: An online survey with 399 respondents. Each respondent was shown seven distinct scenarios and two products - breakfast cereal and stuffed cookies. Authentic packaging was used, varying only in the presentation form (GDA, Nutrition Claims, Food Group Information System and complete scenario). Originality/Relevance: Affecting studies on consumer food decision-making anchored in 'nutritional marketing' strategies (Colby et al., 2010) in a context where concerns regarding healthy food consumption have grown. Nutritional information on the front panel can improve evaluation of food and beverage nutritional value (Roberto, 2012), enhancing product healthiness. Results: Positively and more consistently adding to the stock of knowledge (complete scenario) regarding perception of the product's healthiness, when compared to an incomplete scenario, leading to a greater purchase intention. Theoretical/methodological contributions: Nutritional claims are better evaluated by consumers, corroborating Williams (2005) and Feunekes et al. (2008), while contributing both to labelling and packaging studies and to the understanding of the food consumption decision making. Social/management contributions: The study ratifies nutritional labelling practices that not only attract consumer attention, but also increase healthiness perceptions and purchase intentions, contributing to the promotion of a healthy product image and increased sales, affecting product and brand management as well as social policies for food consumption.