University of the Sunshine Coast, Sunshine Coast, QLD 4558, Australia.
Southern Cross University, Gold Coast, QLD 4558, Australia.
Nutrients. 2020 Mar 6;12(3):704. doi: 10.3390/nu12030704.
The objective of this study was to explore consumers' use and perception of the Australian Health Star Rating (HSR). A purposive sample of fifteen Australian grocery shoppers was recruited into four focus groups using a supermarket intercept strategy. Focus group discussions were recorded, transcribed and analysed using an iterative approach to thematic analysis. Three key themes emerged from analysis. The HSR was seen as simple, uncluttered, easy to understand and useful for quick comparison across products. The nutrition information was viewed positively; however, there was little confidence in the HSR due to a perceived lack of transparency in the criteria used to determine the number of stars. Highly processed foods were generally seen as having inflated ratings and participants expressed concern that this would increase consumption of these products. Finally, there was a belief that the HSR had a lack of negative imagery limiting the dissuasive impact on consumers when presented with low-rated foods. Consumers saw benefits in the HSR but were sceptical about how the ratings were derived. Transparency about the development and education on the application may assist with consumers' perception of the HSR.
本研究旨在探讨消费者对澳大利亚星级评分系统（HSR）的使用和认知。采用超市拦截策略，通过目的性抽样，招募了 15 名澳大利亚食品杂货购物者参加了 4 个焦点小组。使用迭代主题分析方法对焦点小组讨论进行了记录、转录和分析。分析产生了 3 个主要主题。HSR 被认为简单、整洁、易于理解，并且对于快速比较产品非常有用。营养信息受到好评；然而，由于对确定星级所使用的标准缺乏透明度，因此对 HSR 的信心不大。加工食品通常被认为评级过高，参与者担心这会增加对这些产品的消费。最后，人们认为 HSR 缺乏负面形象，当呈现低评级食品时，对消费者的劝阻作用有限。消费者认为 HSR 有好处，但对评级的由来持怀疑态度。关于制定和应用方面的透明度可能有助于消费者对 HSR 的认知。
