Becoming Healthier without Paying More? Experimental Evidence from the Impact of Multiple Traffic Lights on Chinese College Students

Author:

Lin Jing1,Wang Tingyu2,Lin Wen2ORCID

Affiliation:

1. Jinshan College of Fujian Agriculture and Forestry University, Fuzhou 350001, China

2. China Academy for Rural Development, School of Public Affairs, Zhejiang University, Hangzhou 310058, China

Abstract

The prevalence of overweight and obesity among Chinese residents has become a pressing public health concern. The UK Multiple Traffic Light labeling system, known for its user-friendly design, has demonstrated success in promoting healthier food choices. This paper presents novel findings from a randomized controlled experiment assessing the impact of traffic light labeling on Chinese consumers’ food choices. Results indicate that the label significantly reduces the intake of calories, fat, carbohydrates, and sodium without increasing the economic costs of food choices. This study contributes empirical evidence to the effectiveness of traffic light labeling in China, with implications for the country’s approach to front-of-pack nutrition labeling.

Funder

National Natural Science Foundation of China

Fundamental Research Funds for the Central Universities

Publisher

MDPI AG

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