Background Front-of-package (FoP) warning labels (WLs) are widely used internationally to guide healthier food and beverage choices. China has not yet implemented a standard FoP system, and evidence on how different WL designs influence young Chinese consumers remains limited. This study examined the effects of two WL formats and explored how consumers perceived and responded to these labels. Methods An explanatory mixed-methods design was used. A virtual online supermarket experiment assigned 159 participants to a Black-octagon WL group, a Black-shield WL group, or a No-FoP control group, and their beverage selections were recorded and analyzed. Semi-structured interviews were conducted with 13 participants to explore perceptions and responses to WLs, and thematic analysis was used. Results Both WLs reduced the selection of high-sugar beverages compared with the control group. The Black-shield WL produced healthier choices than the Black-octagon WL, reflected in lower nutritional quality scores, energy content, and sugar content in selected beverages. Interviews identified four themes explaining these effects: visual characteristics shaping attractiveness and healthfulness perception, influence on consumer behavior, overall evaluation of WLs, and suggestions for improving design and implementation. WLs captured attention, increased risk perception, and triggered emotional responses that shaped choice. The shield label was viewed as more credible and acceptable, while the octagon label evoked stronger threat and occasional resistance. Conclusion Both FoP WLs effectively reduced high sugar beverage choices among young Chinese consumers, and the Black-shield label showed stronger behavioral impact than the Black-octagon label. Young consumers viewed the shield as more credible and acceptable, while the octagon evoked stronger perceived threat and occasional resistance. These findings highlight the health-guiding value of WLs and provide culturally relevant evidence to inform China’s future FoP nutrition labeling policy.

Evaluating warning label designs for front-of-package nutrition policy: evidence from an explanatory mixed-methods study among young Chinese consumers

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2026年7月31日

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Zhiyi Guo,
Muhizam Mustafa,
Yueyue Ning

摘要

Background

Front-of-package (FoP) warning labels (WLs) are widely used internationally to guide healthier food and beverage choices. China has not yet implemented a standard FoP system, and evidence on how different WL designs influence young Chinese consumers remains limited. This study examined the effects of two WL formats and explored how consumers perceived and responded to these labels.

Methods

An explanatory mixed-methods design was used. A virtual online supermarket experiment assigned 159 participants to a Black-octagon WL group, a Black-shield WL group, or a No-FoP control group, and their beverage selections were recorded and analyzed. Semi-structured interviews were conducted with 13 participants to explore perceptions and responses to WLs, and thematic analysis was used.

Results

Both WLs reduced the selection of high-sugar beverages compared with the control group. The Black-shield WL produced healthier choices than the Black-octagon WL, reflected in lower nutritional quality scores, energy content, and sugar content in selected beverages. Interviews identified four themes explaining these effects: visual characteristics shaping attractiveness and healthfulness perception, influence on consumer behavior, overall evaluation of WLs, and suggestions for improving design and implementation. WLs captured attention, increased risk perception, and triggered emotional responses that shaped choice. The shield label was viewed as more credible and acceptable, while the octagon label evoked stronger threat and occasional resistance.

Conclusion

Both FoP WLs effectively reduced high sugar beverage choices among young Chinese consumers, and the Black-shield label showed stronger behavioral impact than the Black-octagon label. Young consumers viewed the shield as more credible and acceptable, while the octagon evoked stronger perceived threat and occasional resistance. These findings highlight the health-guiding value of WLs and provide culturally relevant evidence to inform China’s future FoP nutrition labeling policy.