Colorado State University, United States.
Colorado State University, United States.
Appetite. 2018 Jun 1;125:548-556. doi: 10.1016/j.appet.2018.02.027. Epub 2018 Feb 26.
Front-of-package (FOP) nutrition labels are increasingly used to present nutritional information to consumers. A variety of FOP nutrition schemes exist for presenting condensed nutrition information. The present study directly compared two symbolic FOP labeling systems - traffic light and star-based schemes - with specific regard to healthfulness perception and purchase intention for a variety of products. Additionally, this study investigated which method of message framing (gain, loss, gain + loss) would best enable individuals to effectively utilize the FOP labels.
College students (n = 306) viewed food packages featuring either star or traffic light FOP labels and rated the healthfulness of each product and their likelihood of purchasing the product. Within each label type, participants were presented with differently-framed instructions regarding how to use the labels.
Participants who viewed the star labels rated products with the lowest healthfulness as significantly less healthful and rated products with the highest healthfulness as significantly more healthful compared to participants who viewed those same products with traffic light labels. Purchase intention did not differ by label type. Additionally, including any type of framing (gain, loss, or gain + loss) assisted consumers in differentiating between foods with mid-range vs. low nutritional value.
Star-based labels led more healthful foods to be seen as even more healthful and less healthful foods to be seen as even less healthful compared to the same foods with traffic light labels. Additionally, results indicate a benefit of including framing information for FOP nutrition label instructions; however, no individual frame led to significantly different behavior compared to the other frames. While ratings of product healthfulness were influenced by the framing and the label type, purchase intention was not impacted by either of these factors.
越来越多的包装正面（FOP）营养标签被用于向消费者呈现营养信息。有多种用于呈现浓缩营养信息的 FOP 营养方案。本研究直接比较了两种象征性的 FOP 标签系统——信号灯和星级系统——特别关注了各种产品的健康感知和购买意向。此外，本研究还调查了哪种信息框架（收益、损失、收益+损失）方法最能使个人有效利用 FOP 标签。
大学生（n=306）查看了带有星级或信号灯 FOP 标签的食品包装，并对每种产品的健康程度及其购买该产品的可能性进行了评分。在每种标签类型中，参与者都收到了关于如何使用标签的不同框架说明。
与观看相同产品的信号灯标签的参与者相比，观看星级标签的参与者认为健康程度最低的产品明显不那么健康，而认为健康程度最高的产品明显更健康。标签类型对购买意向没有影响。此外，包括任何类型的框架（收益、损失或收益+损失）都有助于消费者区分中值和低值营养食品。
与信号灯标签相比，星级标签使更健康的食品看起来更健康，而不太健康的食品看起来更不健康。此外，结果表明包含 FOP 营养标签说明的框架信息有好处；然而，与其他框架相比，没有一个单独的框架会导致显著不同的行为。虽然产品健康评分受到框架和标签类型的影响，但购买意向不受这两个因素的影响。
