"Libre de Gluten" or "Gluten-Free"? The Influence of Loanwords on Conceptual Representation

The expansion of the gluten-free food market is driven by two distinct factors: medical prescriptions for people with celiac disease, and lifestyle adoption among non-celiac consumers. This study examines how the use of the English term "gluten-free" may influence the cognitive conceptualization of the product compared to the term "libre de gluten" among two groups. Methodologically, the cognitive structure of 240 Mexican consumers (120 with celiac disease and 120 without) was evaluated using social representation theory and the word association technique. Findings reveal that the language used on labels significantly influences the semantic categories evoked. The non-celiac group exhibits an intellectualized and stable representation for both variants, prioritizing health and composition. In contrast, the celiac group experiences a dichotomy: the Spanish version triggers a restrictive reality linked to the consumption experience and economic factors, while Anglicism may shift the perception towards health and aspirational dimensions. It is concluded that the linguistic framework of the labeling operates as a distinct cultural vehicle; Anglicism denotes status for the non-celiac consumer but may evoke an aspirational mechanism that mitigates disease barriers in the celiac patient.