ArticleNutrients2026
Who Pays for Low-GI Yogurt in China? Moderating Roles of Health Orientation and Consumer Knowledge.
Article in Nutrients, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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4 authors.
Funding
Abstract
backgroundThe Glycemic Index (GI) serves as a critical indicator of carbohydrate quality linked to postprandial glycemic response. As "Low-GI" claims proliferate on front-of-pack labels, it remains unclear how consumers value this complex signal. This study quantifies willingness to pay (WTP) for Low-GI labeling and tests a "motivation-capability" mechanism, positing that health orientation motivates label use, while objective Low-GI knowledge facilitates targeted evaluation across nutritional contexts.
methodsA discrete choice experiment was conducted in China using plain yogurt (
resultsResults indicate a significant average premium for Low-GI labeling, with health orientation acting as a consistent motivational amplifier. Objective knowledge functions as a critical moderator interacting with carbohydrate context, driving label valuation only in specific low- or high-carbohydrate profiles while triggering skepticism in regular carbohydrate ones.
conclusionsThese findings suggest that the public health effectiveness of emerging physiological claims depends jointly on consumer motivation and label-specific literacy. Consequently, policy interventions should combine label standardization with targeted education, equipping consumers with the capability to decode the claim's physiological meaning rather than relying on a generalized health halo.
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