Our results reveal that participants evaluate the VS as easy to learn, easy to use and perceive it as realistic. Thus, the VS can be considered as a suitable instrument for testing different marketing strategies with a larger number of participants. Initial analysis of the data at the aggregate level shows in most cases no effect of the intervention on respondents’ purchase behaviour. Furthermore, usage, recognition, knowledge and trust with respect to the different labels, in most cases did not differ significantly between participants of the Treatment Group and those of the Control Group. The results obtained up to this point need to be considered as preliminary. An extension of the analysis will need to control for differences in consumers characteristics (e.g. relevance of price in food purchases) between the two sub-groups in the respective countries. Furthermore, further separating the sub-groups e.g. depending on the relevance of the product investigated in consumers’ purchase decision could offer additional insight into the effectiveness of commercial strategies to boost the purchase of products promoted by FQS labels for different consumer segments.