Who Pays for Low-GI Yogurt in China? Moderating Roles of Health Orientation and Consumer Knowledge

Area of Science:

• Nutritional Science
• Consumer Behavior
• Food Labeling

Background:

• The Glycemic Index (GI) indicates carbohydrate quality and its effect on blood sugar.
• Front-of-pack Low-GI claims are increasing, but consumer understanding and valuation are unclear.
• This study investigates willingness to pay (WTP) for Low-GI labels and the role of motivation and knowledge.

Purpose of the Study:

• To quantify consumer WTP for Low-GI labeling.
• To test a model where health orientation motivates label use and knowledge enables evaluation.
• To understand how carbohydrate context influences the valuation of Low-GI claims.

Main Methods:

• A discrete choice experiment was conducted with 910 participants in China using plain yogurt.
• Mixed logit models were employed to analyze valuation factors.
• Key variables included carbohydrate context, health orientation, and objective Low-GI knowledge.

Main Results:

• A significant average price premium was observed for Low-GI labeled products.
• Health orientation consistently amplified the motivation to use the Low-GI label.
• Objective knowledge moderated claim valuation, increasing it for low/high carbohydrate contexts and decreasing it for regular carbohydrate contexts.

Conclusions:

• The public health impact of physiological claims like Low-GI relies on both consumer motivation and specific knowledge.
• Policy should integrate label standardization with targeted consumer education.
• Consumers need the capability to understand physiological meanings, not just rely on a general health perception.