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改变主菜的份量标签以鼓励在外面用餐时选择更小的份量:一个随机控制的实地实验
Sophia V Hua1, Christina A Roberto1, Emily Yam2
1Department of Medical Ethics & Health Policy, University of Pennsylvania Perelman School of Medicine, Philadelphia, PA 19104.
Appetite
|February 8, 2026
概括
提供更小的份量大小减少了每次交易的卡路里摄入量. 然而,改变份量大小标签并没有显著影响消费者选择或销售收入.
科学领域:
- 营养科学 营养科学
- 消费者行为研究 消费者行为研究
- 公共卫生干预 公共卫生干预
背景情况:
- 过度的食物份量大小导致过度消费和相关的健康问题.
- 了解消费者对份量大小修改的反应对于公共卫生战略至关重要.
- 标签干预是影响食物选择和摄入量的潜在工具.
研究的目的:
- 评估部分尺寸标签干预措施对消费者选择较小的午餐份量的影响.
- 评估是否提供缩小大小的主菜,独立于标签,影响卡路里消耗和销售.
- 为了确定从"小"到"标准"的减小部分大小的重新标签在影响购买行为的有效性.
主要方法:
- 两家咖啡馆从2024年1月到5月参加了一项随机对照试验.
- 一个缩小的大小的主菜 (原来的半个大小,30%的价格较低) 被引入.
- 干预涉及将一个咖啡馆的缩小尺寸重新标记为"标准",而对照咖啡馆保留了"小"和"大"标签.
主要成果:
- 与对照组相比,部分尺寸标签干预措施并没有显著改变每道主菜或每笔交易的平均千卡路里 (kcal).
- 包括缩小大小的主菜在内的交易始终显示大约减少了405千卡,无论使用的份量标签如何.
- 与前一年相比,研究期间的平均每周毛销售额增长了3,131美元,这表明对收入没有负面影响.
结论:
- 提供更小的份量大小有效降低每笔交易的卡路里摄入量,而不会对销售产生负面影响.
- 具体的标签干预 (将"小"重新标签为"标准") 没有显示出对消费者购买决策的重大影响.
- 未来的干预措施应侧重于提供更小的份量,而不是仅仅依靠标签修改来制过量卡路里消耗.
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