How does the Nutri-Score Affect Consumer Responses in an Ad? An Applied Case on Instagram Posts with Young French Consumers: Structured Abstract

In 2017, the French government decided to recommend a front-of-pack nutritional label named Nutri-score, rating products from A (most favourable nutritional composition) to E (least favourable nutritional composition). Such an implementation is based on brands' willingness to disclose their products' Nutri-scores, despite stakeholders urging for a mandatory measure in the context of advertisements. The aim of this research was to investigate the effects of displaying Nutri-score on consumers ‘decisions in the context of Instagram posts. Specifically, we analysed the effects of Nutri-scores A and E with a fictitious brand (n = 163) and those of a Nutri-score E with a real brand (n = 190). On the one hand, results are that the presence of a Nutri-score A/E triggers higher/lower purchasing intentions via the mediation of perceived nutritional quality and product healthiness. On the other hand, the presence of a Nutri-score E leads to lower and higher purchasing intentions via the respective mediation of attitudinal responses and perceived nutritional transparency. If the Nutri-score seems to fulfil its promoting and alerting roles, it can aid brands show to consumers that they are being transparent. Practically, our study indicates how food manufacturers and brands could leverage the Nuti-score to highlight product value, and why policy makers should push for a harmonised use of the label across the French and EU markets. Many research venues are outlined.