The role of trust and algorithms in consumers’ front-of-pack labels acceptance: a cross-country investigation

Abstract

Purpose This study aims to reveal the implications that trust, as a key driver of consumer behaviour, might have on consumer acceptance of front-of-pack labels (FOPLs) and policy effectiveness. By conducting three studies on 1956 European consumers with different levels of exposure to FOPLs, this study offers additional theoretical and experimental support through a deep investigation of the central role of trust in consumers’ decision-making towards healthier and more informed food choices. Design/methodology/approach Study 1 used structural equation modelling to assess whether trust is a relevant mediator of the relationship between attitude and behavioural intention (BI), thus upgrading the front-of-pack acceptance model (FOPAM); Study 2 tested the model by comparing two labels at the extremes of the current European scheme (NutrInform Battery [NiB], Nutri-Score [NS]); Study 3 assessed the effect in cases where the connection between trust and algorithms is made transparent and evaluated trust dimensions, focusing on the perception of an algorithm presence behind FOPLs information. Findings Study 1 strengthens the FOPAM model with the mediating role of trust in FOPLs, demonstrating a positive effect of attitude on trust and, in turn, on BI, and resulting in a higher model fit with all the significant relationships; Study 2 revealed that the relative performance of the different labels on the FOPAM can be explained by the trust dimension; Study 3, investigating the dynamics of trust in the FOPAM, revealed that the NS is less effective than the NiB on attitude, BI and trust. Research limitations/implications The sample was limited to Italian, French and English respondents, and two labels at the extreme of the spectrum were examined. Furthermore, the research has relevance to the issue of trust. Other moderators used in previous studies on technology acceptance model, such as actual use versus perceptual use, user experience level or type of users and type of use might be investigated. Practical implications The investigation of trust, with the upgrade of FOPAM, enhances understanding of consumers’ decision-making processes when aided by food labels and makes a new contribution to the European Union “Inception Impact Assessment” in preparation for the finalization of the “From-Farm-to-Fork Strategy”, providing new insights into the role of trust by assessing the relative performance of FOPLs in consumers’ acceptance of food-related information. Furthermore, this study revealed that consumers’ perception of FOPLs worsens when they realize that they are the result of an algorithmic calculation. Finally, the new FOPAM represents a reliable theoretical model for future research on FOPL. Originality/value This study increases the knowledge about the performance of different FOPLs on several dimensions of food decision-making, positions the upgraded FOPAM as a valid alternative to existing theoretical models to assess the relative performance of labels, also extending the literature in the context of algorithm-based FOPL, and could be used as a valid support to policymakers and industry experts in their decision towards a unified label at European level.

The effects of combining front‐of‐pack nutritional labels on consumers' subjective understanding, trust, and preferences

“…Considering the relative strengths of different schemes, as highlighted in extant research, we then developed different combinations (hereinafter also named “ bundles ”) of the directive and nondirective front‐of‐pack nutritional labels. The first combination, named in this paper as “ double‐directive bundle ,” was composed of two directive labels, the Keyhole (the oldest and one of the simpler front‐of‐pack nutritional label in the EU) and the Nutri‐Score (one of the most used front‐of‐pack nutritional label in the EU); the second combination, named in this paper as “ mixed bundle ,” was made with one directive label (the Keyhole), and one nondirective label, the NutrInform Battery—one of the newest and most effective (Mazzù et al, 2021, 2022b) front‐of‐pack nutritional labels released in Europe.…”

Guest editorial: psychological perspectives on consumer obesity

“…Adding to this, the authors also find that information that influences these beliefs leads to lower binge drinking and unhealthy food ingestion intentions. Moreover, Mazzù et al (2022) upgrade and strengthen the front-of-pack acceptance model with the mediating role of trust in front-of-pack labels, demonstrating a positive effect of attitude on trust and, in turn, on behavioural intention. Finally, Singh and Sharma (2022) examine the role of social media and goal-directed behaviour in motivating healthy lifestyle intentions for customers experiencing obesity.…”

Counteracting noncommunicable diseases with front-of-pack nutritional labels' informativeness: an inquiry into the effects on food acceptance and portions selection

“…, 2018; McCrickerd et al. , 2020; Mazzù et al. , 2022a) have previously focussed on healthy consumers, this research contributes to the literature by focussing on consumers who have been diagnosed with noncommunicable diseases.…”

“…Individuals with noncommunicable diseases often require ongoing care to maintain their wellbeing; the use of supportive tools for food selection, such as digital health technologies (Parth et al, 2021), mobile health applications (Lowe et al, 2015) and front-of-pack nutritional labels can significantly help individuals with noncommunicable diseases better manage their choices. Indeed, the labels usage is affected by various factors, as their perceived usefulness (Mazz u et al, 2022a). Individuals who perceive a product or service as useful are more likely to adopt and use it, particularly when managing chronic conditions such as noncommunicable diseases (Holden and Karsh, 2009).…”

“…In the past, among the different constructs and theoretical models used to benchmark the performances of the labels, the front-of-pack acceptance model investigated whether consumers find the labelling systems useful and easy to use and whether they form favourable attitudes and intentions towards healthier food options (Mazzù et al. , 2022a).…”