Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention

Abstract

Nutritional labelling is an instrument to generate eating patterns. The establishment of means to support nutritional labelling is encouraged via a Front-of-Pack (FOP) labelling which facilitates consumers’ comprehension and improves their choices. The aim of this work is to establish the impact that FOP labelling has on the relation between brand attitude and purchase intention, as well as to determine the effect of gender on these relations. Two surveys have been done. The first (129 responses) analyzes the relation between brand attitude and purchase intention without the presence of FOP labelling. The second (111 respondents) presents the FOP labelling. Multigroup analysis establishes the existence of differences in the relation between brand attitude and purchase intention due to the existence of FOP labelling in the case of the male sample. The effectiveness of FOP labelling is conditioned by the consumers’ brand attitudes and by the impact of gender.