Huang Zeying
Institute of Food and Nutrition Development, Ministry of Agriculture and Rural Affairs, Beijing 100081, China.
Foods. 2024 Dec 13;13(24):4027. doi: 10.3390/foods13244027.
The Smart Choice logo (SCL), as an encouraging form of front-of-package nutrition labeling (FOPNL), helps consumers to choose low-oil, -salt, and -sugar mooncakes during the Mid-Autumn Festival. It is widely acknowledged that nutrition knowledge contributes to nutrition label use, but there has been little research on whether it helps enhance consumers' willingness to pay (WTP). Our study aims to fill this gap by investigating 630 randomly selected Chinese adults from Jilin, Inner Mongolia, Shaanxi, Shandong, Henan, Sichuan, and Guangdong. The semi-double-bounded dichotomous choice contingent value method was selected to measure their WTP for pre-packed mooncakes with the SCL at 20 different premium levels, ranging from 0% to 95% of the price per unit. It was found that the respondents' WTP decreased by 0.7% as the premium level increased by 1%, and the WTP of people from South China, those who were obese, and those with a high income was not sensitive to changes in premium. Nutrition knowledge played a negative moderating role, and the probability of the premium levels affecting WTP decreased by 1.0% for each 1 point increase in the nutrition knowledge level. These findings highlight the potential implications associated with SCL promotion and differentiated mooncake pricing, as well as the supply of healthier Chinese holiday foods.
“聪明之选”标志（SCL）作为包装正面营养标签（FOPNL）的一种激励形式，有助于消费者在中秋节期间选择低油、低盐和低糖月饼。人们普遍认为营养知识有助于营养标签的使用，但关于它是否有助于提高消费者支付意愿（WTP）的研究却很少。我们的研究旨在通过对从吉林、内蒙古、陕西、山东、河南、四川和广东随机抽取的630名中国成年人进行调查来填补这一空白。我们选择了半双边界二分选择条件价值法，以测量他们对20种不同溢价水平的带有SCL的预包装月饼的支付意愿，溢价水平范围为单位价格的0%至95%。研究发现，溢价水平每提高1%，受访者的支付意愿就下降0.7%，华南地区的人、肥胖者和高收入者的支付意愿对溢价变化不敏感。营养知识起到了负向调节作用，营养知识水平每提高1分，溢价水平影响支付意愿的概率就下降1.0%。这些发现凸显了与SCL推广、月饼差异化定价以及供应更健康的中国节日食品相关的潜在影响。
