Front-Of-Pack Labels (FOPLs) are being increasingly investigated as a tool to guide customers toward healthier food choices. Existing theoretical models focused on consumers understanding have not been able to provide clear evidences of which labels are more effective on food choices. Drawing on extant studies conducted on primary grocery shoppers from Italy, France and the UK we developed a new framework, the Front-Of-Pack Acceptance Model (FOPAM), to evaluate label effectiveness in terms of usefulness, ease of use, attitude, trust and behavioral intention. Our findings highlight significant relationships between perceived usefulness, ease of use of the labels and trust towards them, and the way consumers form their attitudes and intentions towards buying healthier products

Measuring Consumers’ Acceptance in Food Labels: a Cross-Country Investigation on Usefulness, Ease of Use and Trust / Mazzù, Marco Francesco; Romani, Simona; Baccelloni, Angelo; Lavini, Ludovico. - Proceedings of the International Conference Marketing Trends, (2022), pp. 1-10. (21st International Marketing Trends Conference, Roma, January 20-22, 2022).

Measuring Consumers’ Acceptance in Food Labels: a Cross-Country Investigation on Usefulness, Ease of Use and Trust

Mazzù, Marco Francesco
;
Romani, Simona;
2022

Abstract

Front-Of-Pack Labels (FOPLs) are being increasingly investigated as a tool to guide customers toward healthier food choices. Existing theoretical models focused on consumers understanding have not been able to provide clear evidences of which labels are more effective on food choices. Drawing on extant studies conducted on primary grocery shoppers from Italy, France and the UK we developed a new framework, the Front-Of-Pack Acceptance Model (FOPAM), to evaluate label effectiveness in terms of usefulness, ease of use, attitude, trust and behavioral intention. Our findings highlight significant relationships between perceived usefulness, ease of use of the labels and trust towards them, and the way consumers form their attitudes and intentions towards buying healthier products
978-2-490372-14-0
Consumers’ Acceptance, Food Labels, Front-of-PAckage labels, Cross-Country, Usefulness, Ease of Use, Trust
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/224137
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