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Nutritional Knowledge, Nutritional Labels, and Health Claims on Food: A study of Supermarket Shoppers in the South East of England

Fearne, Andrew, Petrovici, Dan Alex, Rodolfo, M. Nayge, Drolias, Dimitris (2012) Nutritional Knowledge, Nutritional Labels, and Health Claims on Food: A study of Supermarket Shoppers in the South East of England. British Food Journal, 114 (6). 768 -783. ISSN 0007-070X. (doi:10.1108/00070701211234318) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:28767)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://dx.doi.org/10.1108/00070701211234318

Abstract

Purpose – The primary purpose is to examine the factors that affect the use of nutritional facts, nutrient content claims and health claims on food label use in the United Kingdom.

Design/methodology/approach – The paper reports the results of a survey of over 300 face-to-face interviews with shoppers of Asda, Morrisons and Sainsbury – three of the major supermarkets in the UK.

Findings – Product class involvement factors, individual characteristics, health-related factors (nutritional knowledge, health locus of control, perceived need of dietary change), situational, attitudinal and behavioral factors were found to be significant factors affecting the use of nutritional information and nutritional and health claims on food labeling. While the use of nutritional information and health claims increases with the stated importance of “nutrition” and “family preferences”, it is less likely among shoppers for whom “taste” is an important driver of food purchasing behaviour. There is also evidence of mistrust in health claims, as indicated by the negative relationship between the consideration of such claims and the stated importance of “quality” and perceived need to “change dietary quality” – the more discerning shoppers are the least likely to consider health claims.

Originality/value – The study provides evidence that a wider range of product class involvement factors is necessary to predict the use of nutritional information and nutritional and health claims on food labeling. It also offers a conceptualization of health-related factors to include health locus of control as a predictor of the acquisition of nutrition and health information.

Item Type: Article
DOI/Identification number: 10.1108/00070701211234318
Uncontrolled keywords: Consumers, Food and drink, Health claims, Health locus of control, Nutrition, Nutritional claims, Product class involvement factors, Shopping
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Catherine Norman
Date Deposited: 20 Feb 2012 11:43 UTC
Last Modified: 16 Nov 2021 10:07 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/28767 (The current URI for this page, for reference purposes)

University of Kent Author Information

Fearne, Andrew.

Creator's ORCID:
CReDIT Contributor Roles:

Petrovici, Dan Alex.

Creator's ORCID: https://orcid.org/0000-0002-2688-5439
CReDIT Contributor Roles:
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