When Warnings Contradict Expectations: Understanding Consumer Reactions to Nutrient Warning Labels in Germany
(A2026-133741)

AUTHORS

Antonia Bruns, Georg-August-Universität Göttingen; Yasemin Boztug, University of Goettingen

ABSTRACT

Germany is projected to face a steep rise in overweight and obesity by 2050, emphasizing the need for effective front-of-package (FOP) interventions. While nutrient warning labels (NWLs) have shown success in Latin America, their effects in European contexts remain unclear. This study investigates how NWLs influence consumer perceptions and purchase intentions depending on whether they confirm or contradict consumers’ expectations of food healthiness. The study further explores how health motivation, autonomy orientation, and prior knowledge shape emotional, cognitive, and attitudinal responses to NWLs. An online experiment will examine expectation disconfirmation as a key mechanism explaining when and why NWLs are perceived as effective or disregarded as tools to improve healthfulness of food choices. Findings will provide insights into the psychological processes underlying label effectiveness in Europe and inform future policy discussions on mandatory FOP labeling.