Front‐Of‐Package Labeling of B razilian Products: An Examination of Its Influence on Consumers' Purchase Intentions and Perceptions of Healthiness

This study evaluated the influence of front‐of‐package labeling (FOP) on Brazilian women's purchase intentions, perceived healthiness of food products, and consumer knowledge. Labels from real products currently available in supermarkets, with and without a magnifying glass, or with one or two nutrients in excess indicated on the product were used. The purchase intention was greater for products that did not contain FOP or had only one nutrient in excess. Except for two products, all products with FOP received significantly lower healthiness scores than those without. However, when consumers' knowledge of the magnifying glass was evaluated, most were not sure what it was; however, they had already seen the design and stated that it was easy to recognize and understand. Additionally, most participants claimed that they had already purchased products containing this design and were influenced by it in their purchasing decisions.