Lydiane Nabec (Université Paris Saclay) joint with Eva Delacroix (U. Paris Dauphine-PSL) and Stephan Marette (PSAE)
Providing consumers with better information on the environmental quality of food products is a key factor in supporting the ecological transition. Against this backdrop, public authorities are considering Eco-Label affixing on the Front-Of-Pack of food products in order to change consumers’ behavior towards food product and to guide them towards greener products with a lower environmental impact. and help them to change. Nevertheless, the multiplication of scores on the front of packaging can lead to information distortions and reduce the effectiveness of eco-labels according to consumer targets. The aim of this article is to understand the conditions under which Eco-Labeling influences consumers’ willingness to pay for the product. We examine the effects of the Eco-score and its concordance with the Nutri-Score on consumers’ the Willingness-To-Pay (WTP) for food products. Two experimental studies were carried out with consumers on the purchase of packets of breakfast cereals. They show that the Eco-Score influences consumers’ WTP for the product, but that its effect is moderated by the concordance of its score with the Nutri-Score and by the trust placed in it.