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Esta dissertação analisou a influência de atributos extrínsecos da embalagem na avaliação e nas preferências dos consumidores relativamente ao sumo de laranja natural pasteurizado, em embalagem bag-in-box, com enfoque no sistema de rotulagem nutricional frontal Nutri-Score. Adotou-se um desenho misto, integrando entrevistas e questionário online com associação livre de palavras, questionário de frequência alimentar, escala diferencial semântica, questionário de escolha alimentar (food choice questionnaire) e um exercício de valorização contingencial (conjoint analysis) baseado na avaliação de perfis. Nesta tarefa foram manipulados três atributos, com dois níveis por atributo: Nutri-Score (presença de Nutri-Score C versus ausência), volume (1,5 litros versus 3 litros) e alegação na embalagem (“Vitamina C” versus “Açúcares”).
No conjunto das análises, o produto emergiu como representado de forma ambivalente, combinando associações à naturalidade e ao benefício percebido com reservas relativas ao processamento e ao teor de açúcares. A presença do Nutri-Score alterou a forma como os consumidores percebem os produtos, tornando mais salientes dimensões normativas ligadas à saúde, com variações entre consumidores e dependência do contexto informativo. Na avaliação de perfis, a alegação apresentou maior capacidade discriminativa do que o Nutri-Score e o volume, e o perfil “Sem Nutri-Score”, “3 litros” e “Vitamina C” surgiu como o mais preferido. Identificaram-se ainda cinco grupos de consumidores, evidenciando heterogeneidade na resposta à rotulagem nutricional frontal. Globalmente, a evidência sugere que o impacto do Nutri-Score deve ser interpretado de forma contextual e segmentada, variando em função da configuração da embalagem e de características individuais dos consumidores, com implicações para literacia alimentar e comunicação nutricional.
This dissertation examined how extrinsic packaging attributes influence consumers’ evaluations and preferences for pasteurized natural orange juice presented in bag-in-box packaging, with a particular focus on the Nutri-Score front-of-pack nutrition label. A multimethod design was adopted, combining interviews with an online survey comprising free word association, a food frequency questionnaire, a semantic differential scale, the Food Choice Questionnaire, and a conjoint analysis based on the evaluation of product profiles. In this task, three attributes were manipulated, each with two levels: Nutri-Score (presence of Nutri-Score C vs absence), package size (1.5 liters vs 3 liters), and on-pack claim (“Vitamin C” vs “Sugars”). Across analyses, the product emerged as ambivalently represented, combining associations with naturalness and perceived benefits with reservations related to processing and sugar content. The presence of Nutri-Score changes the way consumers perceive the product, making normative health-related dimensions more salient, with variation between consumers and dependence on the informational context. In the profile evaluation task, the claim showed greater discriminative power than Nutri-Score and package size, and the “Without Nutri-Score”, “3 liters” and “Vitamin C” profile ranked highest on average. Five preference clusters were also identified, indicating heterogeneity in responses to front-of-pack nutrition labelling. Overall, the evidence suggests that the impact of Nutri-Score should be interpreted as contextual and segmented, varying with packaging configuration and individual consumer characteristics, with implications for food literacy strategies and nutrition communication.
This dissertation examined how extrinsic packaging attributes influence consumers’ evaluations and preferences for pasteurized natural orange juice presented in bag-in-box packaging, with a particular focus on the Nutri-Score front-of-pack nutrition label. A multimethod design was adopted, combining interviews with an online survey comprising free word association, a food frequency questionnaire, a semantic differential scale, the Food Choice Questionnaire, and a conjoint analysis based on the evaluation of product profiles. In this task, three attributes were manipulated, each with two levels: Nutri-Score (presence of Nutri-Score C vs absence), package size (1.5 liters vs 3 liters), and on-pack claim (“Vitamin C” vs “Sugars”). Across analyses, the product emerged as ambivalently represented, combining associations with naturalness and perceived benefits with reservations related to processing and sugar content. The presence of Nutri-Score changes the way consumers perceive the product, making normative health-related dimensions more salient, with variation between consumers and dependence on the informational context. In the profile evaluation task, the claim showed greater discriminative power than Nutri-Score and package size, and the “Without Nutri-Score”, “3 liters” and “Vitamin C” profile ranked highest on average. Five preference clusters were also identified, indicating heterogeneity in responses to front-of-pack nutrition labelling. Overall, the evidence suggests that the impact of Nutri-Score should be interpreted as contextual and segmented, varying with packaging configuration and individual consumer characteristics, with implications for food literacy strategies and nutrition communication.
Descrição
Tese de Mestrado em Ciências do Consumo Alimentar, apresentada à Universidade Aberta
Palavras-chave
Nutri-Score Sumo de laranja natural Valorização Contingencial (Conjoint Analysis) Natural orange juice Conjoint analysis