Impact of front‐of‐pack labels in chocolate bars and soft drinks on consumer perceptions: A cross‐sectional study using free word association

Abstract

AbstractFood packaging is a factor used to attract consumer attention and generate sensory and hedonic expectations. Most food packaging use conventional labels having the nutritional table as the main component; however, other alternatives such as the traffic light (TL) and warning labels have been proposed to the food industry as an alternative to improve the consumer interpretation related to food products. This study aimed to understand the effect of two front‐of‐pack labels (TL and warning models) on consumer perceptions and purchasing intention using free word association. A cross‐sectional study with 551 volunteers was carried out using chocolate bars and soft drinks having conventional labels and front‐of‐pack labels. Results from volunteers using free word association show that front‐of‐pack labels did not impact the purchasing intention of volunteers when compared with food packaging having conventional labels (only nutritional table). However, the use of front‐of‐pack labels can modify consumer perception, inducing consumers to reflect on the information exposed on the food label. In this context, the warning label was more efficient to transmit the information to consumers when compared with the TL model. Based on these results, it is possible to suggest the warning model as the most indicate label to be used in food products.