Marketing and Consumer Behavior Group, Wageningen University, 6706 KN Wageningen, The Netherlands.
Appetite. 2011 Aug;57(1):148-60. doi: 10.1016/j.appet.2011.04.011. Epub 2011 Apr 28.
Although front-of-pack nutrition labeling can help consumers make healthier food choices, lack of attention to these labels limits their effectiveness. This study examines consumer attention to and use of three different nutrition labeling schemes (logo, multiple traffic-light label, and nutrition table) when they face different goals and resource constraints. To understand attention and processing of labels, various measures are used including self-reported use, recognition, and eye-tracking measures. Results of two experiments in different countries show that although consumers evaluate the nutrition table most positively, it receives little attention and does not stimulate healthy choices. Traffic-light labels and especially logos enhance healthy product choice, even when consumers are put under time pressure. Additionally, health goals of consumers increase attention to and use of nutrition labels, especially when these health goals concern specific nutrients.
尽管包装食品营养标签有助于消费者做出更健康的食物选择，但消费者对这些标签的关注不足限制了其有效性。本研究考察了消费者在面临不同目标和资源限制时，对三种不同营养标签方案（标识、多个信号灯标签和营养表）的关注和使用情况。为了理解标签的关注和处理，使用了各种措施，包括自我报告的使用、识别和眼动追踪措施。在不同国家进行的两项实验的结果表明，尽管消费者对营养表的评价最为积极，但他们对营养表的关注较少，也不会刺激他们做出健康的选择。信号灯标签，特别是标识，能够促进健康产品的选择，即使消费者面临时间压力。此外，消费者的健康目标会增加他们对营养标签的关注和使用，特别是当这些健康目标涉及特定营养素时。
