Effectiveness of the Eco-score food label: An information experiment combined with Nutri-score label in Belgium.

Abstract

Consumers' food choices significantly impact the environment, with food production contributing substantially to global greenhouse gas emissions and water use. In response, policy interventions such as front-of-pack eco-labels aim to guide consumers towards more environmentally friendly food choices. The recently introduced Eco-score aims to guide consumers toward environmentally friendlier food choices. However, evidence regarding its effectiveness, particularly when used alongside the Nutri-score, remains limited. A cross-sectional online survey was conducted with 607 Belgian respondents. Respondents assessed their perceived environmental impact of food products with various Eco-score and Nutri-score combinations. They were randomly assigned to one of two conditions, where one group saw both labels, while the other saw none when assessing the food products. Generalized linear models were used to determine if the Eco-score improved accuracy in assessing the environmental impact of food products, and a structural equation model analysed factors influencing the intention to use the Eco-score. Results show that the Eco-score enhances accuracy in environmental impact assessment, particularly when respondents are knowledgeable about the Eco-score and indicate environmental concerns. However, effects were less pronounced for products with conflicting Eco- and Nutri-scores, potentially due to cognitive dissonance. Furthermore, factors such as knowledge about and positive perceptions towards the Eco-score significantly influenced the intention to use it. The Eco-score's potential as a tool to guide consumers towards more environmentally friendly food choices is validated by their positive perception and enhanced evaluative capacity among a representative sample of the Belgian population. Further research and a broader implementation are necessary to assess the long-term impact and utility of the Eco-score in promoting sustainable food consumption.