School of Health and Human Sciences, Gold Coast Campus, Southern Cross University, Southern Cross Drive, Bilinga, QLD 4225, Australia.
School of Health and Medical Sciences, Edith Cowan University, 270 Joondalup Drive, Joondalup, WA 6027, Australia.
Nutrients. 2020 Dec 18;12(12):3876. doi: 10.3390/nu12123876.
The Australia and New Zealand Ministerial Forum on Food Regulation has supported the recommendations set out in the 2019 Health Star Rating System Five Year Review Report. Specifically, the forum supported, in principle, Recommendation 9, to mandate the Health Star Rating if clear uptake targets were not achieved while the system is voluntary. Given that mandatory labelling is being considered, it is important to investigate how much consumers value the Health Star Rating in order to understand potential consumer uptake and inform industry. The aim of this study was to assess consumers' valuation of the Health Star Rating system by analysing their willingness to pay for a packaged food product with the Health Star Rating label, utilising a double-bounded dichotomous choice contingent valuation approach. The results indicate that almost two-thirds of Australian household grocery shoppers were willing to pay more for a product with the Health Star Rating, on average up to an additional 3.7% of the price of the product. However, public health nutrition benefits associated with consumers' willingness to pay more for products with the Health Star Rating is currently limited by the lack of guarantee of the systems' accuracy. Given consumer support, a well validated and comprehensive Health Star Rating labelling system can potentially improve health outcomes, cost effectiveness and reduce environmental impacts.
澳大利亚和新西兰食品监管部长级论坛支持 2019 年健康星级评级系统五年审查报告中提出的建议。具体而言，论坛原则上支持建议 9，如果系统是自愿的而明确的采用目标没有实现，则强制实施健康星级评级。鉴于正在考虑强制性标签，了解消费者对健康星级评级的重视程度非常重要，以便了解潜在的消费者接受程度并为行业提供信息。本研究旨在通过使用双重边界二分选择条件价值评估方法来分析消费者对健康星级评级系统的估值，从而评估消费者对健康星级评级系统的估值。结果表明，近三分之二的澳大利亚家庭杂货店购物者愿意为带有健康星级标签的产品支付更多的费用，平均而言，产品价格最多可增加 3.7%。然而，由于系统准确性无法保证，目前消费者愿意为带有健康星级的产品支付更多费用所带来的公共卫生营养效益是有限的。如果得到消费者的支持，一个经过良好验证和全面的健康星级标签系统有可能改善健康结果、提高成本效益并减少环境影响。
