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How consumer and provider responses to nutritional labelling interact: An online shopping experiment with implications for policy

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  • Robertson, Deirdre A.
  • Andersson, Ylva
  • Lunn, Peter D.

Abstract

Food labelling policies are usually conceptualised as a way to inform consumers about nutritional content of food. Although often unstated, a secondary aim is to encourage industry to reformulate recipes or introduce healthier alternatives. Parallel bodies of research examine how consumers and industry respond to food labelling policies. In this study we explored the interaction between provider and consumer responses by recording purchases under different assumptions about the impact of a label on product ranges. We simulated different online food markets and tested the effects of a food label, Nutri-Score, on incentivised consumer decisions. Consumers who were exposed to Nutri-Scores applied to snack products made healthier purchases, on average, than consumers who were not. Consumers who shopped in a market adapted to provide more healthy options made healthier purchases than those who shopped in the current market. These effects were additive: consumers who were exposed to Nutri-Scores on products when shopping in the adapted market made the healthiest choices. In a subsequent choice task, a market that simulated reformulation had a stronger effect on choices than one that merely added healthier options. The findings hence offer insight into the benefits of labelling and may be useful for informing both policy and the dialogue between policymakers and industry.

Suggested Citation

  • Robertson, Deirdre A. & Andersson, Ylva & Lunn, Peter D., 2023. "How consumer and provider responses to nutritional labelling interact: An online shopping experiment with implications for policy," Food Policy, Elsevier, vol. 121(C).
  • Handle: RePEc:eee:jfpoli:v:121:y:2023:i:c:s0306919223001616
    DOI: 10.1016/j.foodpol.2023.102563
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    References listed on IDEAS

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    1. Elisa De Marchi & Alessia Cavaliere & Flavia Pucillo & Alessandro Banterle & Rodolfo M Nayga, 2023. "Dynamics of demand-side and supply-side responses to front-of-pack nutrition labels: a narrative review," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 50(2), pages 201-231.
    2. Pierre Dubois & Paulo Albuquerque & Olivier Allais & Céline Bonnet & Patrice Bertail & Pierre Combris & Saadi Lahlou & Natalie Rigal & Bernard Ruffieux & Pierre Chandon, 2021. "Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 119-138, January.
    3. Morgane Fialon & Lydiane Nabec & Chantal Julia, 2022. "Legitimacy of Front-of-Pack Nutrition Labels: Controversy Over the Deployment of the Nutri-Score in Italy," Post-Print hal-04213134, HAL.
    4. Pierre Dubois & Paulo Albuquerque & Olivier Allais & Céline Bonnet & Patrice Bertail & Pierre Combris & Saadi Lahlou & Natalie Rigal & Bernard Ruffieux & Pierre Chandon, 2021. "Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 119-138, January.
    5. Lurie, Nicholas H, 2004. "Decision Making in Information-Rich Environments: The Role of Information Structure," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 473-486, March.
    6. Paolo Crosetto & Anne Lacroix & Laurent Muller & Bernard Ruffieux, 2020. "Nutritional and economic impact of five alternative front-of-pack nutritional labels: experimental evidence [Prospective association between a dietary quality index based on a nutrient profiling sy," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 47(2), pages 785-818.
    7. Iina Ikonen & Francesca Sotgiu & Aylin Aydinli & Peeter W. J. Verlegh, 2020. "Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 360-383, May.
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