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Consumer reactions to different health claim formats on food labels


Singer, L and Williams, PG and Ridges, L and Murray, SL and McMahon, A, Consumer reactions to different health claim formats on food labels, Food Australia, 58, (3) pp. 92-97. ISSN 1032-5298 (2006) [Professional, Refereed Article]

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Health claims on foods act as health messages and have a role in communicating and educating the consumer about diet-disease related issues. Previous studies have suggested that different formats of health claims communicate differently with the consumer. The aim of our study was to investigate whether splitting of the claim (a brief claim at the front package directing consumers to the back of the package where the full health claim is located) and/or endorsement of the claim (by Food Standards Australia New Zealand), have an impact on the acceptance of the claim by the consumer. Participants were recruited by a shopping mall intercept method in two areas of Wollongong and were interviewed face-to-face using a questionnaire. Split health claims were found, in some cases, to produce more positive responses than not-split claims in several areas: they created a higher level of satisfaction with the labelling, they produced a higher level of trust, and they communicated better the health risk on the claim. Endorsement of the claim did not appear to have an influence on participantsí response, possibly because of the small print of the approval statement or insufficient levels of awareness of FSANZ among consumers.

Item Details

Item Type:Professional, Refereed Article
Keywords:health claims, consumers, food labelling, shopping mall intercept
Research Division:Biomedical and Clinical Sciences
Research Group:Nutrition and dietetics
Research Field:Public health nutrition
Objective Division:Health
Objective Group:Public health (excl. specific population health)
Objective Field:Nutrition
UTAS Author:Murray, SL (Ms Sandra Murray)
ID Code:98273
Year Published:2006
Deposited By:Health Sciences B
Deposited On:2015-02-10
Last Modified:2015-03-11

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