“…Some large-scale supermarkets have invested in innovative labelling formats to promote the quality of their private brands when compared to national brands. 12 At the same time, we are seeing new food distribution channels emerging in Europe and worldwide (like the CSA model in France, AMAP, 13 or consumer networks for group purchases) with the objective of shortening supply chains and putting in place direct distribution systems close to producers ('from farm to fork') and reassuring consumers on quality (Robert-Demontrond and Joyeau, 2007). Furthermore, instore choice architecture, through the physical presentation of product ranges, the arrangement of supermarket shelves, and emphasis on nutrition information at the point of sale, is a way to encourage customers to spend more time shopping, reduce perceived time constraints and improve nutrition labelling usage (Grunert and Wills, 2007;Mandal, 2010;Nayga et al, 1998).…”