The Nutri-Score - A Quantitative Study of the Effectiveness of Visual Nudging on Consumer Behavior

Mgr. Yvette Luise SKRETKOWICZ, MSc.

Doctoral thesis

Abstract:

Globally, unhealthy diets have a significant impact on people's risk of disease and mortality; because of this, the German federal government´s National Reduction and Innovation Strategy is focusing on reducing sugar, fats, and salt in processed foods. So, the aim of the National Reduction Strategy is to support a healthy diet for everyone. For this reason, the Nutri-Score was introduced in German markets in 2021, however on a voluntary basis for food producers and supermarkets. Also, six countries in the EU implemented the labelling successfully. The Nutri-Score serves as a nudging tool, to inform consumers about the healthiness of the packaged food. This dissertation takes a cumulative research approach, incorporating three distinct studies, that resulted to five publications. The first aim of the dissertation is to examine the effectiveness of Nutri-Score as visual nudging tool in Germany and whether this nudging approach encourages consumers to make healthier purchases. Furthermore, the research examines which improvement measures should be taken to increase the credibility of the NS as a seal of quality and it benefits. Finally, the use of a Front-of-Packaging Label in the form of the Nutri-Score in Central America (Belize) is considered to understand which measures the government should implement to introduce the NS and encourage its acceptance. A mixed-method design was conducted, starting with a quantitative study in the form of a regression analysis, followed by two qualitative studies based on expert interviews. The results indicate that the NS is an effective nudging tool that leads to a change in purchasing behaviour towards better rated product. Age and gender do not play a decisive role in the purchase decision. According to the experts from the interview, the NS algorithm should be revised, and greater transparency is needed to strengthen trust in the NS. The results from the study in Belize demonstrate that mandatory labelling on all products increases comparability and trust. Finally, external government control should be introduced to monitor the use of the Nutri-Score, reduce nutritional greenwashing, and increase trust.

Abstract:

Globally, unhealthy diets have a significant impact on people's risk of disease and mortality; because of this, the German federal government´s National Reduction and Innovation Strategy is focusing on reducing sugar, fats, and salt in processed foods. So, the aim of the National Reduction Strategy is to support a healthy diet for everyone. For this reason, the Nutri-Score was introduced in German markets in 2021, however on a voluntary basis for food producers and supermarkets. Also, six countries in the EU implemented the labelling successfully. The Nutri-Score serves as a nudging tool, to inform consumers about the healthiness of the packaged food. This dissertation takes a cumulative research approach, incorporating three distinct studies, that resulted to five publications. The first aim of the dissertation is to examine the effectiveness of Nutri-Score as visual nudging tool in Germany and whether this nudging approach encourages consumers to make healthier purchases. Furthermore, the research examines which improvement measures should be taken to increase the credibility of the NS as a seal of quality and it benefits. Finally, the use of a Front-of-Packaging Label in the form of the Nutri-Score in Central America (Belize) is considered to understand which measures the government should implement to introduce the NS and encourage its acceptance. A mixed-method design was conducted, starting with a quantitative study in the form of a regression analysis, followed by two qualitative studies based on expert interviews. The results indicate that the NS is an effective nudging tool that leads to a change in purchasing behaviour towards better rated product. Age and gender do not play a decisive role in the purchase decision. According to the experts from the interview, the NS algorithm should be revised, and greater transparency is needed to strengthen trust in the NS. The results from the study in Belize demonstrate that mandatory labelling on all products increases comparability and trust. Finally, external government control should be introduced to monitor the use of the Nutri-Score, reduce nutritional greenwashing, and increase trust.

Keywords

Nutri-Score, visual nudging, nutrition policy, consumer behaviour, choice experiment, expert interview

Language used: English

Date on which the thesis was submitted / produced: 25. 4. 2024

Accessible from:: 31. 12. 2999

Thesis defence

• Supervisor: Dr. Jens K. Perret, PhDr. Miroslav Barták, Ph.D.

JAN EVANGELISTA PURKYNĚ UNIVERSITY IN ÚSTÍ NAD LABEM

Faculty of Social and Economic Studies

Doctoral programme / field:
Regulation and behavioural studies / Regulation and behavioural studies