The 5-color logo would be effective in changing the purchasing behavior of consumers, according to the results of a study published in the medical journal International Journal of Behavioral Nutrition and Physical Activity. This 5-color code is used to display a nutritional score (good or bad) for foods sold in large and medium-sized stores. Its effectiveness is multiplied if it is accompanied by a leaflet.
Researchers from the Nutritional Epidemiology Research team at Avicenne Hospital in France carried out an experiment with 901 consumers in experimental stores. Participants continued to shop as if they were in their usual business.
The experimental stores were developed to analyze consumer purchasing behavior and the effectiveness of the 5-color nutritional code. The 5-C logo was displayed on all products from 3 departments: breakfast cereals, sweet cookies and appetizer cookies.
During the experiment, the volunteers participated in 3 types of situations:
Scientists observed the behavior of 301 subjects without a nutritional logo, but with just the traditional information from the manufacturer, that of 300 individuals with foods labeled with the 5-C system.
And, 300 volunteers did their shopping with foods labeled with the 5-C system, but received a leaflet at the entrance to the store explaining the nutritional logo and its use to choose the products sold.
The logo accompanied by an effective leaflet to modify the choices
The findings of the study showed that the situation involving 5-C and the information flyer was linked to a basket of better nutritional quality for the sweet cookies. On the other hand, there is no significant difference for the other types of products.
The researchers found that thanks to the information, consumers bought more products rich in fiber and weaker in sugars and salt.
During this experience, participants said they remembered seeing the logo on the shelf when they read the flyer. The majority (90%) of subjects in the logo + flyer group said that this logo is easily understandable.
“Our study reveals a good ability to remember the logo and the favorable effects in certain food groups (subject to associated communication) despite the unique exposure to the logo and the limited statistical power of the study”, concludes Dr. Chantal Julia, University Lecturer – Hospital Practitioner – Paris 13 University – Avicenne Hospital.
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