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

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

Introducing the Front-Of-Pack Acceptance Model: the role of usefulness and ease of use in European consumers’ acceptance of Front-Of-Pack Labels

In recent years, increasing attention to the utilisation of Front-Of-Pack Labels (FOPLs) as a tool to prompt individuals towards healthier food choices has been observed both in regulatory bodies and academic research. However, few theoretical models have been used to understand their role in consumer decision-making, as well as the antecedents that induce individuals to accept the information provided by the label, and to benchmark FOPL performance in different markets. Through a sequence of two studies conducted in Italy, France and the UK on 2812 primary grocery shoppers, we developed a new theoretical framework, the Front-Of-Pack Acceptance Model, applicable both in contexts in which FOPL are present, and in which they should be introduced. Our findings suggest a structural link between the usefulness and ease of use of the labels and the way consumers form their attitudes and intentions towards buying healthier products

A cross-country experimental study on consumers’ subjective understanding and liking on front-of-pack nutrition labels

Different Front-of-Pack (FOP) nutritional labels have been implemented in order to increase consumers’ awareness of food nutritional quality and encourage healthier choices. However, few studies have analysed the effects of FOPLs on consumers’ subjective understanding and liking across different socio-cultural contexts. This study tests the effect that the new enriched informative label NutrInform Battery and the summary label Nutri-Score have on subjective comprehension and liking across 2776 respondents of seven European countries (France, Germany, Greece, Italy, Portugal, Romania and Spain). Main effects regarding socio-demographic differences are also explored according to extant literature and highlighting significant effects of education and income. This study therefore extends the current research on subjective understanding and liking with a cross-country analysis. Findings suggest that NutrInform Battery can help consumers in understanding information in a relevant way, obtaining the highest performance across countries and showing limited impact of socio-cultural differences

Alternating temperature in postharvest cooling treatment of ‘Fiano’ and ‘Falanghina’ grapes affects cell wall enzyme rate, berry softening and polyphenols

In wine production, temperature control is important and cooling techniques are frequently used to cool down grape must. Grape compound extraction is facilitated by enzymatic cell wall disassembly. Accordingly, our hypothesis is that the use of an alternating temperature could favor enzyme activity and thus berry compound extraction