In line with the well being communication principle and former research [22–26], mechanisms of motivating customers’ behavioural change differ throughout FOPL varieties [26]. NW and HW, in contrast with the colour-coded counterparts, are extra depending on eliciting the notion of extreme threat and detrimental feelings, which mediate the diminished number of unhealthful merchandise [26]. TLS and NS, however, rely extra on enhancing the notion of healthfulness for extra healthful choices and thereby carry out higher at selling buy of healthful meals [27,28,31], which had been supported by our findings (Tables 4 and 5). Our research, along with earlier proof, defined the function of notion of healthfulness in mediating the impact of colour-coded labels and warning labels on customers’ buying behaviour. Warning labels are extra typically related to “hazard” resulting from using symbols (e.g., octagon stopping signal), color (black and white), and cautionary texts, thus elicit detrimental notion and feelings in the direction of unhealthful meals merchandise marked with warnings on the entrance of packages. For healthful merchandise, warnings are usually not displayed, however TLS is offered with inexperienced lights on, which is indicative of the idea of “well being,” “nature,” and “sustainability,” thus related to notion of higher healthfulness for meals merchandise.
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