Who Pays for Low-GI Yogurt in China? Moderating Roles of Health Orientation and Consumer Knowledge

The Glycaemic Index (GI) serves as a critical indicator of carbohydrate quality linked to postprandial glycaemic response. As “Low-GI” claims proliferate on front-of-pack la-bels, 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. A dis-crete choice experiment was conducted in China using plain yogurt (N = 910). Mixed logit models analyzed how the valuation of the Low-GI claim is moderated by carbo-hydrate context, health orientation, and objective knowledge. Results indicate a sig-nificant average premium for Low-GI labeling, with health orientation acting as a consistent motivational amplifier. Objective knowledge functions as a critical moder-ator interacting with carbohydrate context, driving label valuation only in specific low- or high-carbohydrate profiles while triggering skepticism in regular-carbohydrate ones. These findings suggest that the public-health effectiveness of emerging physiological claims depends jointly on consumer motivation and label-specific literacy. Conse-quently, policy interventions should combine label standardization with targeted ed-ucation, equipping consumers with the capability to decode the claim’s physiological meaning rather than relying on a generalized health halo.