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首页> 外文期刊>Public Health Nutrition >Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling
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Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling

机译：Color Me In –对营养标签中消费者对红绿灯路标系统反应的实证研究

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ObjectiveAs a means of empowering consumers, nutrition labelling has become a widely discussed topic. Simplicity and uniformity of labelling systems are regarded as the prevailing demands from the consumer side. In the present study, we analyse the effects of the traffic light signposting scheme on consumersa€? food choices.DesignIn an online survey, respondents first rated the understandability of the traffic light signposting scheme. In a following conjoint experiment, they indicated which products they would select as the healthiest of the presented products, based on the nutritive information provided by the traffic light signposting scheme.SettingA major German university.SubjectsIn total 2002 undergraduate students participated in the survey. Two-thirds (69 %) of the respondents were female and the majority of the respondents (70 %) were between 18 and 24 years old. Seventy-seven per cent of the participants indicated that they had a higher level of education.ResultsOverall, the participants rated the understandability of the traffic light nutrition signposting scheme fairly high (5?·9 out of 7). Sugar and fat were found to be the most important attributes of the scheme. Participants placed greater emphases on a change in a product's nutrient characteristic from a€?amber to a€?reda€? compared with a change from a€?greena€? to a€?ambera€?.ConclusionsOur results confirm the signalling effect of colour coding as it helps reduce the complexity of decision making. Our findings shed new light on the ongoing discussion concerning appropriate and efficient nutrition labelling and provide interesting insights for further research as well as implications for public policy making.
机译：目标作为赋予消费者权力的一种手段，营养标签已成为广泛讨论的话题。标签系统的简单性和统一性被认为是消费者方面的主要要求。在本研究中，我们分析了交通信号灯路标方案对消费者的影响。设计在一项在线调查中，受访者首先对交通信号灯路标方案的可理解性进行了评估。在随后的一项联合实验中，他们根据交通信号灯指示方案提供的营养信息，指出将选择哪种产品作为所展示产品中最健康的产品。三分之二（69％）的受访者是女性，大多数受访者（70％）在18至24岁之间。结果，有77％的参与者表示他们受过较高的教育。结果总体上，参与者对红绿灯营养路标的理解度相当高（7？5？9）。发现糖和脂肪是该计划的最重要属性。参与者更加重视产品的营养特性从琥珀色变为红色。与“绿色”的变化相比结论我们的结果证实了颜色编码的信号作用，因为它有助于降低决策的复杂性。我们的发现为正在进行的有关适当和有效的营养标签的讨论提供了新的思路，并为进一步的研究以及对公共政策的制定提供了有趣的见解。

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