Impact of Nutrition Labels on Consumer Purchasing Intentions
Impact of Different Front-of-pack Nutrition Labels on Consumer Purchasing Intentions: Randomized Trial in the NutriNet-Santé Study
The purpose of this interventional study is to compare the impact of four different
Front-Of-Pack (FOP) nutrition labels on purchasing intentions. This study is nested in the
ongoing web-based prospective observational NutriNet-Santé cohort study, including on
December 2014 around 150,000 participants. The investigators will perform a five-arm
randomized trial where participants will be subjected to different FOP nutrition label
formats: Guidelines Daily Amount (GDA), Multiple Traffic Lights (MTL), 5-Color Nutrition
Label (5-CNL), Green Tick (Tick) and a 'no label' condition. The impact of front-of-pack
nutrition labels on the nutritional quality of the shopping cart will be assessed.
Participants from the NutriNet-Santé cohort study will be randomly assigned to one of these
five experimental conditions according to their sociodemographic characteristics.
Purchasing intentions will be assessed using an experimental web-based supermarket designed
to look like a regular online grocery store. The supermarket includes 269 unique products
divided into 4 categories: dairy products, processed meat/delicatessen, savory and
breakfast/sugary products. Each category is then separated into specific products families
like yogurt, milk, cheese, etc. for the dairy products category. Inside a food family, the
selection of foodstuffs will be made to obtain a representative sample of the products
commonly sold in French supermarket. For each type of products, at least two variants are
proposed. Products are retailers or manufacturers branded. Categories of products that are
not usually bought each week, or which are likely to be bought from different sources are
not included on the web-based supermarket.
Participants are asked to simulate a shopping situation: they have to select a week worth of
food for their family among proposed products. If the user is not able to find a product
he/she usually buy, the instruction is to select similar product among proposed ones.
Information provided for each product is: name, price and the picture with the FOP label/or
not according to the experimental condition to which the participant is allocated. A brief
explanation of the FOP label used is also given.
Food Labeling, Choice Behavior
Nutrition labelling, Front-of-pack nutrition labels, Purchasing intentions, Nutritional quality, Randomized controlled trial (RCT)
University of Paris 13
University of Paris 13, Institut National de la Santé Et de la Recherche Médicale, France