Processed food choice based on the theory of planned behavior in the context of nutritional warning labels

Abstract

Purpose The purpose of this paper is to analyze the effect of nutritional warning (NW) labels on the behavior of consumers of processed foods, considering demographic and psychological factors associated with the theory of planned behavior (TPB). Design/methodology/approach The study had a descriptive and cross-sectional design. A survey was applied to 200 household food decision makers from central Chile. This questionnaire was developed based on the planned behavior theory that evaluates the psychological constructs of human behavior: Attitude (ATT), Subjective Norms (SN), Perceived Behavioral Control (PBC) and Purchase Intention (PI) toward processed foods with NW. Sociodemographic variables were also included. The data were analyzed by using a multinomial logit (MNL) model, where three types of categories are established depending on the choice made by the consumer. Thus, the dependent variable responds to the effect of the following probabilities: Eliminate from Consumption, Do Not Eliminate from Consumption and Do Not Know whether or not to eliminate from consumption when selecting a food processed with NW. Findings The results show that the implementation of NW has significant effects on the choice of processed foods purchases made by Chilean consumers. Consumers with negative ATT and PBC in the presence of NW on processed foods eliminated this type of food from their consumption. On the other hand, those who did not eliminate processed foods with NW from their consumption made that choice because they had a positive PBC. In addition, consumers who were unsure about eliminating or consuming processed foods with NW also had a positive PBC. In addition, SN and sociodemographic variables did not affect consumer choice. Practical implications The results of this study are crucial in informing public policy strategies seeking to alert consumers about the content of processed foods, thus raising awareness for decision making in order to reduce noncommunicable diseases associated with poor eating habits. Originality/value The study provides evidence on the effect of NWs for processed foods on consumer decisions based on the TPB.

Efficacy of “High in” Nutrient Specific Front of Package Labels—A Retail Experiment with Canadians of Varying Health Literacy Levels

“…This is the first study to objectively assess and demonstrate the efficacy of “high in” nutrient specific FOPL on pre-packaged foods as a quick and easy labeling tool for people of varying HL levels to make healthier and more informed choices with respect to sugars, sodium, and saturated fats. This Canadian study adds to the growing global body of research on the efficacy of a “high in” nutrient specific FOPL approach [ 28 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49 , 50 , 51 ] and confirms its potential as a labeling approach to discourage the purchase and consumption of foods high in nutrients of public health concern.…”

An Experimental Comparison of the Impact of ‘Warning’ and ‘Health Star Rating’ FoP Labels on Adolescents’ Choice of Breakfast Cereals in New Zealand

“…The recent emergence of front of pack (FoP) nutritional 'warning' labels, most notably the system developed in Chile based upon a battery of black octagons, has generated considerable research interest [7][8][9][10][11][12][13][14] (Figure 1). This system has been the subject of several studies with regard to its performance relative to other established FoP systems over the last four years [15][16][17].…”

Factores que determinan la elección de alimentos procesados por estudiantes universitarios en el contexto de las etiquetas de advertencia nutricional

“…Los hallazgos del estudio evidenciaron que la intención de evitar alimentos procesados con EAN realizada por estudiantes universitarios puede ser explicada por los constructos que componen la TCP y la formación entregada por las carreras en el área de la salud. Este hallazgo es consistente con investigaciones previas que señalan que el modelo de la TCP puede efectivamente explicar la elección alimentaria de las personas 19,21,24,29 .…”

“…Dado que el interés por una alimentación saludable, generalmente se incrementa con la edad. En este contexto es que estudios previos con muestras que incluyó principalmente población joven no se evidenció efecto de las variables sociodemográficas en las decisiones alimentarias que incluyó alimentos con EAN 21,39 . Por este motivo es que el mensaje a los jóvenes se debe realizar a través de una comunicación específica para su edad, a través de los medios que ellos utilizan para informarse en función de motivar el uso de las EAN.…”