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TY  - JOUR
AU  - Hasni, Muhammad Junaid Shahid
AU  - Mittone, Luigi
AU  - Savadori, Lucia
T1  - The impact of the health star rating front-of-packaging label on preferences for food products
PY  - 2024
Y1  - 2024/10/17
DO  - 10.1108/BFJ-04-2024-0372
JO  - British Food Journal
JA  - British Food Journal
VL  - 126
IS  - 13
SP  - 542
EP  - 558
SN  - 0007-070X
AB  - The Health Star Rating (HSR) is a front-of-pack labeling system that helps consumers understand the nutritional values of foods. In this study, we examined the effects of the presence (vs. absence) of an HSR label on consumer choice behavior and perception of healthiness.In an experimental study, we tested if the presence (vs. absence) of an HSR label provides a competitive advantage over a rival product that lacks the label, influencing purchase intentions. Participants were asked to choose among two competing products, with and without the labels, in a full factorial design.Results showed that products with an HSR label had a competitive advantage over the rival products that did not have the label. Moreover, this effect emerged more strongly for some products than others. Thus, while front-of-pack (FOP) labels can enhance sales, their impact may vary based on the specific product or brand.This paper offers novel insights into the implications of HSR labels for consumer behavior and marketing strategies, particularly in the context of their potential use as a marketing tool by companies to boost sales in the food industry.
Y2  - 4/10/2026
UR  - https://doi.org/10.1108/BFJ-04-2024-0372
ER  -