Scoring NutriScore: Italian consumer perspectives and policy implications in nutritional labelling

Abstract

Purpose: This study aims to understand consumers' subjective perceptions of the adoption of the NutriScore label on food packaging. In particular, the study focuses on the overall acceptance of the NutriScore label in Italy, with the aim of emphasising the importance of understanding consumer perspectives in order to encourage healthier food choices. Design/methodology/approach: Q methodology was used to explore individuals’ subjectivity and attitudes towards the adoption of the NutriScore label. Findings: Three distinct viewpoints emerged as follows: (1) “the enthusiasts” view, which endorses the NutriScore use for its role in encouraging healthier choices; (2) “the technicians” view, which criticises its extreme simplicity, advocating for a broader nutritional education, and (3) “the sceptics” view, which distrusts its use, fearing misinformation and economic exploitation. Originality/value: This study is the first aimed at understanding consumers’ subjective viewpoints about adopting the NutriScore front-of-pack label. Engaging consumers in the development of nutritional labelling strategies proves pivotal, shaping effective and consumer-oriented interventions, but also provides valuable insights for policymakers responsible for overseeing regulations pertaining to food product labelling.