Australian Consumers Are Willing to Pay for the Health Star Rating Front-of-Pack Nutrition Label

Nutrients

MariaM. Ryan¹  SimoneD. Scagnelli¹  SheriL. Cooper²  ThereseA. O’Sullivan³  Amanda Devine³  LucyM. Butcher³  Johnny Lo⁴ 

[1] School of Business and Law, Edith Cowan University, 270 Joondalup Drive, Joondalup, WA 6027, Australia;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;School of Science, Edith Cowan University, 270 Joondalup Drive, Joondalup, WA 6027, Australia;

关键词: health star rating;    willingness to pay;    nutrition labelling;    nutrient profiling;    consumers;    Australia;   

DOI  :  10.3390/nu12123876

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown