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The Impact of the Australasian ‘Health Star Rating’, Front-of-Pack Nutritional Label, on Consumer Choice: A Longitudinal Study

Department of Marketing, University of Otago, P.O. Box 56, Dunedin 9054, New Zealand
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Nutrients 2018, 10(7), 906; https://doi.org/10.3390/nu10070906
Received: 26 June 2018 / Revised: 10 July 2018 / Accepted: 11 July 2018 / Published: 16 July 2018
Front-of-pack (FoP) nutrition labels are a widely deployed tool in public good marketing. This article reports on a field experimental test of the impact of one of these systems, the Australasian Health Star Rating system (HSR), on consumer choice in the breakfast cereals category in New Zealand. This study forms part of a time-series replication stream of research on this topic. The research applied a 2 × 2 factorial design with multiple replications to retail food consumers exiting from supermarkets in New Zealand. The first part of the time series, undertaken shortly after the HSR’s initiation in 2014, indicated that the HSR was ineffective. Between 2014 and 2016, commercial brands in the category within New Zealand massively promoted the HSR as a basis for consumer choice. The research presented in this article forms part of the second part of the series, undertaken in 2016, using an identical experimental methodology to the 2014 study. The results indicate that the HSR may be beginning to influence consumer choice as it was predicted to, but the impact of the system is still small, and statistically sub-significant, relative to other consumer decision inputs presented on the package. View Full-Text
Keywords: front of pack; front of pack labelling; health star rating; nutrition labelling; food industry; traffic light label front of pack; front of pack labelling; health star rating; nutrition labelling; food industry; traffic light label
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Hamlin, R.; McNeill, L. The Impact of the Australasian ‘Health Star Rating’, Front-of-Pack Nutritional Label, on Consumer Choice: A Longitudinal Study. Nutrients 2018, 10, 906.

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