The More, the Merrier? Effects of the Joint Presence of Eco‐Score, Nutri‐Score and Binary Eco‐Labels on Consumer Food Choices Across Two Countries

In a novel attempt to specify the implications of the joint presence of nutrition and eco‐labels, this study undertakes a cross‐country, cross‐product choice experiment that reveals how consumers respond when they encounter binary eco‐labels, Eco‐Score labels and Nutri‐Score labels, together with price information, in two product categories (sweet snacks and ready meals). A latent class analysis derives three consumer segments from data collected in Denmark ( n = 502) and Slovenia ( n = 508): price‐conscious (42%), all labels (32%) and nutrition‐conscious (26%). All three segments appear in both countries and for both product categories, but consumers can enter different segments depending on the product category. A further profiling analysis clarifies that the price‐conscious segment is distinct in terms of environmental consciousness, sustainability knowledge and other psychographics. In line with a dual processing account, consumers appear to vary in whether they use labels as focal cues for simplified decision‐making (e.g., lexicographic heuristics) or as input in an information gathering process (compensatory decision‐making). Such heterogeneity in the uses of eco‐labels could be addressed by supplementing product labels with virtual, individually tailored label solutions.