Purpose

This study aims to reveal the presence of products with negatively correlated nutrients in the marketplace and their implications for consumer choices. It also investigates the role of an overall simplified nutrition scoring system (SNSS) – health star rating (HSR), in improving the healthiness of consumer choices.

Design/methodology/approach

Three (lab, online and eye-tracking) experiments investigate the effects of negatively correlated nutrients and the mitigating role of an overall SNSS for consumers’ food choices. A final panel-data study analyzes the changes in actual food purchases after the introduction of HSRs (an SNSS) in Australia.

Findings

Experimental results show that consumers use a decision strategy based on a dominant nutrient to choose food products, which creates health halos and leads to less healthy choices when products have negatively correlated nutrients. The presence of an overall SNSS leads to more accurate healthiness perception and healthier choices. Panel data analysis shows that the healthiness of consumer food purchases increased after the introduction of HSRs.

Research limitations/implications

The study investigated the effect of an overall SNSS on specific categories, but not on the overall shopping basket.

Practical implications

For policymakers, this paper shows that overall SNSS helps consumers choose healthier options. Food manufacturers and retailers could be motivated to formulate healthier products when consumers choose healthier options.

Originality/value

This is the first study to document the presence of products with negatively correlated nutrients and their implications for consumer choices. It highlights the unique role of an overall SNSS, in helping consumers identify healthier options when products have negatively correlated nutrients.

中文翻译：

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推动选择更健康的食品：健康星级对消费者包装食品选择的影响

目的

本研究旨在揭示市场上存在具有负相关营养素的产品及其对消费者选择的影响。它还调查了整体简化营养评分系统 (SNSS) - 健康星级评定 (HSR) 在改善消费者选择的健康方面的作用。

设计/方法/方法

三项（实验室、在线和眼动追踪）实验研究了负相关营养素的影响以及整体 SNSS 对消费者食物选择的缓解作用。最后一项面板数据研究分析了澳大利亚引入 HSR（一种 SNSS）后实际食品购买量的变化。

发现

实验结果表明，消费者使用基于主导营养素的决策策略来选择食品，当产品具有负相关营养素时，这会产生健康光环并导致不太健康的选择。整体 SNSS 的存在导致更准确的健康感知和更健康的选择。面板数据分析显示，引入高铁后消费者购买食品的健康度有所提高。

研究限制/影响

该研究调查了整体 SNSS 对特定类别的影响，而不是对整体购物篮的影响。

实际影响

对于政策制定者，本文表明整体 SNSS 有助于消费者选择更健康的选择。当消费者选择更健康的选择时，食品制造商和零售商可能会被激励制定更健康的产品。

原创性/价值

这是第一项记录具有负相关营养素的产品的存在及其对消费者选择的影响的研究。它强调了整体 SNSS 的独特作用，当产品具有负相关的营养成分时，它可以帮助消费者确定更健康的选择。