The effects of written versus QR code wine nutrition labels on consumer preferences

Abstract

Recent regulations regarding alcoholic beverages have caused producers to alter the labels of their products to include nutritional information. Moreover, for the first time, QR codes containing this information in wine labels (e-labels) are used. This research aims to investigate consumer’s perception towards wine back labels regarding the different formats in which the nutritional information can be provided. To assess the proposed model, a series of independent-sample t-tests, and a Hayer PROCESS Model 7 were conducted to first: evaluate label attractiveness, brand personality, cognitive and design clarity attitude, and satisfaction towards three label designs; original label, nutritional label, and e-label, second, to examine the moderating effect of consumer’s health-consciousness. The findings indicate that nutritional labelling is generally preferred by consumers. However, e-labels are perceived as having a superior design. When considering consumer health awareness, the results indicate that the perception of labels on satisfaction via attractiveness is moderated by health consciousness. Specifically, high levels of health consciousness led to a significant effect of labelling on satisfaction via attractiveness. The managerial objective of this study is to offer recommendations on effectively designing wine labels targeted at consumers.

Date of Award	16 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maher Georges Elmashhara (Supervisor) & Susana Silva (Co-Supervisor)