An Experimental Comparison of the Impact of ‘Warning’ and ‘Health Star Rating’ FoP Labels on Adolescents’ Choice of Breakfast Cereals in New Zealand
Open accessAbstract
This research investigated the performance of the red, octagonal Vienna Convention traffic ‘STOP’ sign as a front of pack (FoP) warning nutritional label. While the Vienna Convention traffic light system is an established FoP label, the potential of the ‘STOP’ sign in the role has not been investigated. The performance of the ‘STOP’ label was compared with that of a single star (low nutritional value) Australasian Health Star Rating (HSR) label using a fractionally replicated Latin square design. The labels were presented on choice diads of cold breakfast cereal packets. The sample of 240 adolescents aged 16–18 was drawn from a secondary school in the South Island of New Zealand. A large and significant main effect was observed at the p < 0.01 level for the difference between the ’STOP’ sign and the control condition (no nutritional FoP label), and at p < 0.05 for the difference between the HSR and the ‘STOP’ label. There was no significant difference between the HSR FoP and the control condition. A significant non-additivity (interaction) (p < 0.01) was also observed via the fractional replication. The results indicate that the Vienna Convention ‘STOP’ sign is worthy of further research with regard to its potential as an FoP nutritional label.
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The proposed EU PEF label may be beyond the FMCG consumer's capacity to process in any useful way.
“This research along with other similar experimental results [45,47] indicate that this may be beyond the FMCG consumer's capacity to process in any useful way.”
From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [47]
The Discussion (page unavailable) says the Health Star Rating label was not clearly able to help consumers discriminate against low-nutritional-value products, and the Introduction describes food purchasing as a low-involvement process. Those passages support a concern about whether consumers use some labels effectively, but the study tested breakfast-cereal labels with New Zealand adolescents, not the proposed EU PEF label or FMCG consumers generally. (LLM, conf=0.78)
Experimental — accuracy not yet measuredThis type of ordinal label malfunction has been observed in FoP nutritional labelling in the food industry.
“While this type of malfunction has been observed in FoP nutritional labelling in the food industry [46,47]”
From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [47]
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- Authors
- Hamlin, R., & Hamlin, B.
- Affiliations
- University of Otago (NZ)
- Taieri College; 3 Green Street, Mosgiel 9024, New Zealand
- Corresponding author
- Hamlin, Robert
- ORCID
- Hamlin, Robert
- Venue
- Nutrients
- Publisher
- MDPI AG
- Published
- 2020-05-26
- Volume
- 12
- Issue
- 6
- Pages
- 1545
- ISSN
- 2072-6643 (ISSN-L)
- PMC
- PMC7352816
- OpenAlex
- W3031201794
- Cited by
- 12
- References
- 43
- Citations by year
- 2026: 1 · 2024: 1 · 2023: 3 · 2022: 4 · 2021: 2 · 2020: 1
- FWCI
- 1.87
- Type
- journal article
- Language
- en
- Open access
- gold
- dx.doi.org
- Licence
- Locations
- Nutrients (publishedVersion, cc-by)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Packaging Perceptions and Trends
- Social Sciences › Psychology › Social Psychology › Safety Warnings and Signage
- Keywords
- front-of-pack nutrition labels, Health Star Rating, adolescents, breakfast cereals, food choice, nutrition information
- MeSH terms
- Adolescent, Edible Grain, Choice Behavior, Consumer Behavior, Female, Food Labeling, Food Preferences, Health, Humans, Male, New Zealand, Nutritive Value, Obesity, Breakfast
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