Exploring Brazilian Consumer’s Profile and Perceived Innovations Toward Sustainable Cues on Chocolate Front-Of-Package Labeling

A survey of 695 consumers was conducted to explore attitudes toward sustainable cues on chocolate labels. Results indicate that consumers in southernmost states preferred an organic certification seal. Those with higher education placed greater importance on cocoa origin and the presence of a producer image on the label, while higher-income consumers valued both cocoa origin and organic certification. High cocoa percentages and organic certification were frequently cited as innovations in chocolate by consumers who valued the producer’s image on the label. Meanwhile, consumers who prioritized cocoa origin most often identified vegan chocolates as innovative.