Front-of-Package labels: Understanding the role of consumer self-confidence as a moderating influence on Front-of-Package nutrition label use

Abstract: The aim of this research is to understand how consumers perceive nutrition labeling systems and whether the role of consumer self-confidence influences their behavior at the stages of evaluation of alternatives and purchase decision when purchasing food products. This study uses a qualitative methodology with semi-structured interviews; 11 Swedish young adults were interviewed in order to gain knowledge on their perceptions of the topic of research. The empirical material was analyzed using thematic analysis techniques. The findings from this study suggest that consumer self-confidence has a moderating influence on the use of Front-of-Package nutrition label information during food product decision-making, depending on the consumer’s previously established food-related goals.