The influence of front-of-package label types on consumer purchase intentions for prepared dishes

Purpose Prepared dishes may alter consumers' information processing patterns regarding Front-of-Package Labels (FOPL) owing to their convenience-oriented consumption characteristics. This study aims to elucidate the mechanisms through which FOPL types influence the purchase intention for prepared dishes, focusing on the moderating effect of construal level and the mediating effect of information processing fluency. Design/methodology/approach In two online studies, participants viewed the FOPL of Kung Pao Chicken (Study 1, N = 195) and Frozen dumplings (Study 2, N = 240) and rated the FOPL for each prepared dish. Construal level was manipulated by a sequential “why” or “how” thinking task in Study 1, and measured using the Behavioral Identification Form in Study 2. Findings FOPL type and construal level interact on purchase intention (Study 1: F(1, 191) = 18.856, p < 0.001, η2 = 0.09). High-level construal consumers respond better to efficiency-optimized labels, while low-level construal consumers prefer health-verified labels. Processing fluency mediates this effect (Study 2: β = 0.899, 95% CI [0.182, 1.566] for high-level; β = −1.031, 95% CI [−1.678, −0.219] for low-level). Practical implications This study recommends that prepared dish companies design construal-level-aligned FOPL to enhance marketing effectiveness. Originality/value This study introduces an orientation-based classification of prepared dishes FOPL and applies construal level theory to reveal the moderated mediation mechanism of information processing fluency in purchase decisions.