An objective examination of consumer perception of nutrition information based on healthiness ratings

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Jones, G. ORCID: 0000-0003-3867-9947 and Richardson, M., 2007. An objective examination of consumer perception of nutrition information based on healthiness ratings. Public Health Nutrition, 10 (3), pp. 238-244. ISSN 1475-2727

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Official URL: http://dx.doi.org/10.1017/S1368980007258513

Abstract

Objective. Previous research on nutrition labelling has mainly used subjective measures. This study examines the effectiveness of two types of nutrition label using two objective measures: eye movements and healthiness ratings. Design. Eye movements were recorded while participants made healthiness ratings for two types of nutrition label: standard and standard plus the Food Standards Agency’s ‘traffic light’ concept. Setting. University of Derby, UK. Subjects. 92 participants (mean age 31.5 years) were paid for their participation. None of the participants worked in the areas of food or nutrition. Results. For the standard nutrition label, participant eye movements lacked focus and their healthiness ratings lacked accuracy. The traffic light system helped to guide the attention of the consumer to the important nutrients and improved the accuracy of the healthiness ratings of nutrition labels. Conclusions. Consumer’s have a lack of knowledge regarding how to interpret nutrition information for standard labels. The traffic light concept helps to ameliorate this problem by indicating important nutrients to pay attention to.

Item Type:

Journal article

Publication Title:

Public Health Nutrition

Creators:

Jones, G. and Richardson, M.

Publisher:

Cambridge University Press

Date:

2007

Volume:

Number: