Designing helpful food labels: a randomized trial comparing effects of Physical Activity Calorie Equivalent and Health Star Rating labels on product perception and choice

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dc.abstract.enBackground Front-of-pack labelling could help consumers choose healthier options over energy-dense, nutrient-poor alternatives. Purpose We assessed the effects of Health Star Rating (HSRs) and Physical Activity Calorie Equivalent (PACE) labels on adults’ food and beverage choices and explored possible mechanisms by which these 2 labelling systems may have their effects. Methods In an online experiment, 1268 Australian adults (18-59 years) were randomized to: no labels (control), PACE, or HSR labels. Participants were shown snack and drink options with varying energy content and nutritional profiles. Participants rated the healthiness and energy content of each product, completed a choice task, and rated both labelling systems in relation to their effects on motivation, emotional responses and perceived label credibility. Results Compared to no labels, both HSR and PACE labels increased identification of unhealthy products, while only HSRs increased identification of healthy products. PACE labels prompted more accurate perceptions of energy content for high- and low-energy products compared to HSR labels and no labels. Both PACE and HSR labels prompted a greater proportion of healthy choices, but only PACE labels prompted a greater proportion of “optimal” that is, low-energy and healthy choices. Participants in the PACE condition were more motivated to reduce daily energy intake and take more exercise. Label-induced motivation mediated the effects of labels on optimal product choice. Conclusions PACE labels were most effective in prompting accurate perceptions of the energy content of products and in facilitating optimal (healthy and low-energy) choices. Mediation analyses suggested that this may be due to greater behavior-change motivation generated by PACE labels.
dc.affiliationInstitute of Psychology
dc.affiliationInstytut Psychologii
dc.contributor.authorAbraham, Charles
dc.contributor.authorGascoyne, Claudia
dc.contributor.authorScully, Maree
dc.contributor.authorSzczuka, Zofia
dc.contributor.authorYang, Michelle Z
dc.contributor.authorSheeran, Paschal
dc.contributor.authorDixon, Helen
dc.date.access2027-06-29
dc.date.accessioned2026-06-29T08:08:43Z
dc.date.available2026-06-29T08:08:43Z
dc.date.created2026-06-29
dc.date.issued2026-06
dc.description.abstract<jats:title>Abstract</jats:title> <jats:sec> <jats:title>Background</jats:title> <jats:p>Front-of-pack labelling could help consumers choose healthier options over energy-dense, nutrient-poor alternatives.</jats:p> </jats:sec> <jats:sec> <jats:title>Purpose</jats:title> <jats:p>We assessed the effects of Health Star Rating (HSRs) and Physical Activity Calorie Equivalent (PACE) labels on adults’ food and beverage choices and explored possible mechanisms by which these 2 labelling systems may have their effects.</jats:p> </jats:sec> <jats:sec> <jats:title>Methods</jats:title> <jats:p>In an online experiment, 1268 Australian adults (18-59 years) were randomized to: no labels (control), PACE, or HSR labels. Participants were shown snack and drink options with varying energy content and nutritional profiles. Participants rated the healthiness and energy content of each product, completed a choice task, and rated both labelling systems in relation to their effects on motivation, emotional responses and perceived label credibility.</jats:p> </jats:sec> <jats:sec> <jats:title>Results</jats:title> <jats:p>Compared to no labels, both HSR and PACE labels increased identification of unhealthy products, while only HSRs increased identification of healthy products. PACE labels prompted more accurate perceptions of energy content for high- and low-energy products compared to HSR labels and no labels. Both PACE and HSR labels prompted a greater proportion of healthy choices, but only PACE labels prompted a greater proportion of “optimal” that is, low-energy and healthy choices. Participants in the PACE condition were more motivated to reduce daily energy intake and take more exercise. Label-induced motivation mediated the effects of labels on optimal product choice.</jats:p> </jats:sec> <jats:sec> <jats:title>Conclusions</jats:title> <jats:p>PACE labels were most effective in prompting accurate perceptions of the energy content of products and in facilitating optimal (healthy and low-energy) choices. Mediation analyses suggested that this may be due to greater behavior-change motivation generated by PACE labels.</jats:p> </jats:sec>
dc.description.accesstimeafter_publication
dc.description.issue1
dc.description.physical1-12
dc.description.sdgGoodHealthAndWellBeing
dc.description.versionfinal_author
dc.description.volume60
dc.identifier.doi10.1093/abm/kaag032
dc.identifier.eissn1532-4796
dc.identifier.issn0883-6612
dc.identifier.urihttps://share.swps.edu.pl/handle/swps/2444
dc.identifier.weblinkhttps://academic.oup.com/abm/article-abstract/60/1/kaag032/8710061?redirectedFrom=fulltext
dc.languageen
dc.pbn.affiliationpsychologia
dc.rightsCC-BY-NC
dc.rights.questionYes_rights
dc.share.articleOPEN_REPOSITORY
dc.subject.enfood labels
dc.subject.enPhysical Activity Calorie Equivalent (PACE) labels
dc.subject.enHealth Star Ratings
dc.subject.enenergy density labelling
dc.subject.ennutrition labelling
dc.swps.sciencecloudsend
dc.titleDesigning helpful food labels: a randomized trial comparing effects of Physical Activity Calorie Equivalent and Health Star Rating labels on product perception and choice
dc.title.journalAnnals of Behavioral Medicine
dc.typeJournalArticle
dspace.entity.typeArticle