Nutritional warnings and product substitution or abandonment: Policy implications derived from a repeated purchase simulation
Nutritional warnings and product substitution or abandonment: Policy implications derived from a repeated purchase simulation
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DOI：
10.1016/j.foodqual.2017.12.001
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发表时间：
2018-04-01
影响因子：
5.3
通讯作者：
Gimenez, Ana
中科院分区：
文献类型：
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作者：
Ares, Gaston;Aschemann-Witzel, Jessica;Gimenez, Ana
营养警示最近被提议作为一种解释性的包装正面营养标签计划，以突出不健康的产品。这一计划特别适用于食品市场，这些市场的特点是可获得大量营养不良的加工产品。然而，目前尚不清楚食品包装上的警告在多大程度上、如何以及在何种情况下可以改变消费者的食品选择。本研究旨在评估营养警示对消费者购买决策的影响，通过探索类别内的产品替代或放弃该类别，以及确定不同的消费者群体对营养警示的反应。对395名乌拉圭消费者进行了重复购买模拟。参与者被要求完成两个连续的八个产品类别的选择任务。结果显示，警告修改了大约一半参与者的选择。类别内产品替代是参与者选择中最常见的变化。然而，在所有产品都至少包含一次警告的类别中，放弃是主要影响。消费者对警告反应更强烈的特点是健康动机更强。这些结果证实了营养警示的潜力，可以鼓励消费者做出更健康的选择，指出重新配方产品的市场潜力，并强调政策制定者需要增加消费者的健康动机。
Nutritional warnings have been recently proposed as an interpretative front-of-package nutrition labelling scheme to highlight unhealthful products. This scheme is particularly relevant in food markets characterized by a high availability of processed products with unfavourable nutrient profile. However, it remains unclear to what extent, how and under which circumstances warnings on food packages can change consumers' food choices. The present study aimed at evaluating the influence of nutritional warnings on consumers' purchase decisions by exploring within category product substitution or abandonment of the category, as well as to identify consumer groups that differ in reaction to the warnings. A repeated purchase simulation was conducted with 395 Uruguayan consumers. Participants were asked to complete two successive choice-tasks with eight product-categories. Results showed that warnings modified the choices of approximately half of the participants. Within-category product substitution was the most common change in participants' choices. However, abandonment was the dominant effect in categories for which all products included at least one warning. Consumers reacting more strongly to the warnings were characterized by greater health motivation. These results confirm the potential of nutritional warnings to encourage consumers to make more healthful choices, point to the market potential of reformulated products, and stress the need for policy makers to increase consumer's health motivation.