The role of free-from symbols on consumer perceptions of healthiness, quality and intention to buy baked food products

Little is known about the impact of “free-from” symbols on people’s consumption choices – particularly for controversial ingredients such as palm oil. We investigated how “free-from” symbols influence consumers’ perceptions of food products and whether the absence of an ingredient, whether real or fabricated, is seen as a sign of improved healthiness or quality. We conducted an experiment with a sample of 1215 adults representing the Italian population, showing them two products – crackers and sweet snacks – each with four different symbols. We created the “free-from CO2” and “free-from polyunsaturated fats” symbols, while “palm oil-free” and blank symbols were used for comparison. “free-from” symbols influence consumers’ perceptions of the food as being of better quality and healthiness, regardless of the ingredient removed. This symbol also influenced purchasing intentions. Consumers’ perceptions of the product were influenced by the “free-from” wording, rather than the type of ingredient or product presented.