The power of front-of-pack labels

: how the Nutri-Score influences brand perception and purchase intention among generation Z

Abstract

In response to rising obesity and diet-related diseases in Europe, policymakers have promoted front-of-pack (FOP) nutrition labels to encourage healthier choices. Among these, Nutri-Score has gained traction by translating complex nutritional information into a simple five-color scale. Beyond informing choices, it may also act as a credibility signal shaping brand evaluations. To be effective, labels must guide product decisions and build brand trust. This study used a between-subjects experiment to test how Nutri-Score affects purchase intention and brand perception, focusing on generational differences. In an online survey, 203 participants evaluated a fictitious cereal product with either a favorable (A) or unfavorable (D) Nutri-Score. Results show that a favorable score significantly increases purchase intention. Brand perception fully mediates this effect: positive scores enhance trustworthiness, responsibility, and health orientation, which strengthen willingness to buy. Contrary to expectations, no generational moderation was found. By linking public health goals with consumer behavior, this study fills a research and practice gap. It highlights Nutri-Score as a transparent tool supporting EU-wide adoption and shows that firms can leverage it to strengthen brand credibility and align strategy with health objectives. Finally, it contributes to labeling research by evidencing Nutri-Score’s dual role as nudge and signal, with brand perception as the key mechanism connecting certification labels to consumer intentions.

Date of Award	14 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa Serpa Pinto (Supervisor)