THE EFFECTS OF THE NUTRI-SCORE LABEL ON THE CONSUMER PURCHASE INTENTION IN THE DRIVE CHANNEL IN FRANCE / Alice LE GENDRE / 2023

Titre : THE EFFECTS OF THE NUTRI-SCORE LABEL ON THE CONSUMER PURCHASE INTENTION IN THE DRIVE CHANNEL IN FRANCE Type de document : Mémoire Auteurs : Alice LE GENDRE, Auteur Année de publication : 2023 Importance : 72p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management ALIMENTATION ; MARKETING ACHAT ; SANTE Résumé : This paper aims to show the effects of the Nutri-Score label on consumer purchase intention in the drive channel in France. Several papers have already been realized on this nutritional label, but further research need to be performed as this label is recent in the consumers’ mindset. Moreover, most of the studies has been conducted on physical supermarkets. As the drive is a new way of purchasing food products thanks to new technologies and intensified by the Covid-19 pandemic, we would like to focus our research on this channel. To answer this question, we have distributed a quantitative survey on French consumers of the drive channel via different canals including LinkedIn, e-mails and private messages. From the results obtained, we have managed to show the effects of Nutri-Score on theconsumer purchase intention at the drive, the role of product category and product brand in the consideration of this label, but not the interaction effects of consumer characteristics with this nutritional label. Additionally, we have confirmed several statements from the literature, andalso got contradictory results. Finally, we have suggested diverse recommendations to policy makers and practitioners to enhance the visibility and the importance of this nutritional label in France, particularly through public communication campaigns on media, new measures on drive websites and partnerships with other actors such as mobile applications like Yuka. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581923