Use of nutritional labels and claims during COVID-19: the moderating effect of risk perception
(A2022-107091)

AUTHORS

Lara Bou Fakhreddine, Public University of Navarra; Marian Garcia, University of Kent; Mercedes Sanchez, Public University of Navarra

ABSTRACT

Numerous studies investigate consumer behavior towards the use of nutritional labels and claims. However, the understanding as to whether COVID-19 risk perception impacts this said relationship is missing. Contributing to this gap, this study examines consumers’ personal (e.g., health consciousness and understanding nutritional labels) and product attributes factors (e.g., price and packaging) by analyzing how COVID-19 risk perception moderates such factors towards healthy behavior. The analyses are conducted using 2,837 responses gathered through an online survey in Spain and the UK during 2021. There is a difference in the use of nutritional labels and claims in both countries. The consumer’s health consciousness is positively related to healthy behavior. Besides, COVID-19 risk perception enhances healthy behavior by reducing the importance of product price and packaging. These results are important for food marketers to develop marketing campaigns using nutritional labels and claims.