The double-edged sword of multi-labelling in consumer food behavior
(2023) Global marketing conference 2023 — Location: Séoul - Corée du Sud (20.July.2023)
Files
Communication-Dorisse-Charry-Parguel-GlobalMarketingConference-2023-Seoul.docx
Open Access - Microsoft Word XML
- 28.81 KB
Details
- Authors
- et. al.
- Abstract
- In the last decade, labels have been multiplying on food products (e.g., organic labels, Nutri-Score) to foster nutritious and sustainable food purchases, as such raising the question of the effect of multi-labelling. In this article, we use the prism of information processing and specifically address the question of multi-labelling when the labels have simultaneously positive and negative valences. Such a situation could confuse consumers and therefore, harm multi-labelling ability to empower consumers. An experiment shows that 1/ adding a good Eco-Score to a good Nutri-Score enhances warm glow among the most ecology-sensitive consumers, though it does not significantly increase purchase intentions, 2/ adding a bad Eco-Score to a good Nutri-Score increases consumer confusion (i.e., a discomfort due to ambiguous stimuli that requires mental efforts to cope with) but does not decrease purchase intentions. Recommendations to food managers and public policy makers result from these results.
- Affiliations
Citations
Dorisse, A., Charry, K., Parguel, B., & et al. (2023). The double-edged sword of multi-labelling in consumer food behavior. Global marketing conference 2023, Séoul - Corée du Sud. https://hdl.handle.net/2078.5/104919