Unveiling the impact of front-of-pack nutritional labels in conflicting nutrition information – A congruity perspective on olive oil

•An increasing awareness of the importance of healthy eating has prompted consumers to gather nutritional cues from various sources, often resulting in conflicting nutrition information for the same food.•This conflicting information can lead to unintended consequences, such as decreased consumer interest in dietary information and even behaviors contrary to general healthy advice, particularly when the involved sources are deemed highly credible by consumers.•Using products associated with conflicting nutrition information, directive Front-of-Pack Nutritional labels generate conflicting nutrition information when combined with either internal or external entities (i.e., health knowledge from scientific information). In contrast, non-directive Front-of-Pack Nutritional labels do not, in either condition.•Consumers establish a lower level of congruence between information provided by the internal and external entities and Front-of-Pack Nutritional labels when the label is directive (compared to non-directive). This diminished congruence has a significant negative impact on consumer attitudes and their intentions to adopt Nutritional Labels. An increasing awareness of the importance of healthy eating prompted consumers to gather nutritional cues from various sources, often resulting in conflicting nutrition information for the same food. This can lead to unintended consequences, such as decreased consumer interest in dietary information and behaviors contrary to healthy advice, particularly when the sources are deemed highly credible by consumers. In a series of three experiments, we aim to uncover the underlying cognitive mechanisms connected to complementary information provided by Front-of-Pack Nutritional Labels (FOPLs), exploring if conflicting nutrition information is generated when consumers integrate the labels’ information with other sources. Using olive oil as a case of products associated with conflicting nutrition information (CNI), Study 1 shows that directive labels (e.g., Nutri-Score) generate CNI when combined with either internal (i.e., pre-existing health knowledge) or external entities (i.e., knowledge from scientific information). In contrast, non-directive labels (e.g., NutrInform Battery) do not, in either condition. Study 2 explains that consumers establish a lower level of congruence between information provided by the internal entity and FOPL when the label is directive. Study 3 confirms a lower level of congruence between the inform