Title: The role of information attainment on front-of-package labels and individual empowerment impacting boycott behaviour

Authors: Frederic Bally; Caroline Gauthier; Patricia Baudier

Addresses: Kedge Business School, Domaine de Luminy, Rue Antoine Bourdelle, 13009 Marseille, France ' Grenoble Ecole de Management, Campus de Grenoble, 12 rue Pierre Sémard, 38000 Grenoble, France ' EM Normandie, Campus de Paris, 30-32 rue Henri Barbusse, 92110 Clichy, France

Abstract: In response to consumer's growing attention to the products they consume, front-of-package (FOP) labels have been developed to help them make healthier choices. This research aims to analyse the impact of information attainment on both FOP efficacy and individual empowerment and to measure the influence of FOP and individual empowerment on boycott behaviour. A quantitative approach was selected and a total sample of 353 respondents was collected and analysed using a partial least squares approach. The results show that information attainment affects two variables related to efficacy, namely consumer understanding and helpfulness, and three components of individual empowerment, namely consumer competence, self-determination, and consumer feelings of impact. Furthermore, our study reveals that boycott behaviour is determined by helpfulness and feelings of impact. This research provides better understanding of how consumers perceive FOP labels, how consumers are empowered, and how this influences behaviour.

Keywords: information attainment; consumer empowerment; front-of-package; FOP labels; consumer behaviour; boycott; health; marketing; quantitative study; food label.

DOI: 10.1504/IJIMA.2026.156051

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.2, pp.183 - 210

Received: 14 Sep 2023
Accepted: 15 May 2024
Published online: 02 Sep 2026 *

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