Huang Zeying
Institute of Food and Nutrition Development, Ministry of Agriculture and Rural Affairs, Beijing 100081, China.
Nutrients. 2025 Jan 2;17(1):174. doi: 10.3390/nu17010174.
It is common for consumers to purchase ultra-processed foods that are perceived to have health risks, and this phenomenon is rarely explained in the existing literature from the perspective of consumers' responses to the intuitive marketing of flavor labels and the packaging.
This study aimed to fill this knowledge gap and investigated the attention of 920 participants aged 18~59 across China toward fat and sodium content information for six ultra-processed foods (pastry foods, quick-frozen foods, dessert foods, puffed foods, beverages, and sauces) presented in nutrition facts tables based on the theoretical analysis framework for purchasing decisions on ultra-processed foods by using the binary logit model.
It was found that the respondent' s attention to fat and sodium content information was positively influenced by health risk perception levels and levels of knowledge about fat and sodium but negatively influenced by the interaction term between flavor labels (or the packaging) that stimulated the purchase desire and health risk perception levels (or levels of knowledge about fat and sodium).
The stimulation of purchase desire by flavor labels and the packaging weakened the consumer' s increased attention to fat and sodium content information being enhanced by the health risk perception level and the level of knowledge about fat and sodium, especially the probability of attention to such information for dessert foods, puffed foods, quick-frozen foods, and sauces, which dropped the most. Additionally, the attention of females, youth, low-income individuals, those with below-college education, and non-overweight and obese individuals to such information dropped more, and the decrease was the largest for dessert foods, puffed foods, quick-frozen foods, and sauces.
消费者购买被认为有健康风险的超加工食品的情况很常见，而从消费者对风味标签和包装的直观营销的反应角度来看，这一现象在现有文献中鲜有解释。
本研究旨在填补这一知识空白，基于超加工食品购买决策的理论分析框架，使用二元logit模型，调查了中国920名年龄在18至59岁之间的参与者对营养成分表中列出的六种超加工食品（糕点类食品、速冻食品、甜品、膨化食品、饮料和调味酱）的脂肪和钠含量信息的关注度。
发现受访者对脂肪和钠含量信息的关注度受到健康风险认知水平以及对脂肪和钠的了解程度的正向影响，但受到刺激购买欲望的风味标签（或包装）与健康风险认知水平（或对脂肪和钠的了解程度）之间的交互项的负向影响。
风味标签和包装对购买欲望的刺激削弱了消费者因健康风险认知水平和对脂肪和钠的了解程度提高而增加的对脂肪和钠含量信息的关注度，尤其是对甜品、膨化食品、速冻食品和调味酱等食品的此类信息的关注概率下降幅度最大。此外，女性、年轻人、低收入者、大专以下学历者以及非超重和肥胖者对此类信息的关注度下降幅度更大，其中对甜品、膨化食品、速冻食品和调味酱的下降幅度最大。
