Examining the use of nutrition labelling with photoelicitation

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to report the results of a study using photoelicitation interviews to investigate the relationship between the habitualised and unconscious aspects of consumers' food choices, the front-of-pack nutrition labelling schemes on food products and the healthiness of their diets. Design/methodology/approach -To this end, photographs of ten German middle-class families at different stages of the family lifecycle were taken at the point of purchase (during a shopping trip made by the main person responsible for meal planning) and at the point of consumption (during a family meal at home). The paper used selected photographs as stimuli for photoelicitation. The interviews were recorded and analysed using a holistic approach. Findings -Four themes concerning food characteristics, participants' food choices and their healthiness emerged from the data: perceived time pressure at the point of purchase; the relevance of nutrition information for making inferences with regard to the healthiness and tastiness of products; consumers' trust in nutrition information; and their use of this information at the point of purchase or point of consumption. Research limitations/implications -Photoelicitation interviews allowed us to bridge the gap between researchers and respondents and to study what happens in real-life situations when consumers go shopping and prepare family meals. Practical implications -By putting nutrition information on food packaging, especially on the front of the pack, manufacturers and retailers enable consumers to make faster and healthier decisions at the point of purchase -i.e. as long as the consumers notice, understand, trust and like the labelling and use it in making their final decision. Front-of-pack labels are of less relevance at the point of consumption. Originality/value -The paper provides a number of insights into the processes involved in making healthy (or unhealthy) food decisions. It also provides directions for future studies in visual research and in the fields of consumer behaviour, marketing and public policy.

Front-of-pack nutrition labelling: are multiple formats a problem for consumers?

“…Feunekes et al 13 examined comprehension of single label types and found that the time taken to make an evaluation increases with the complexity of the FOP label. Other studies have also shown that time taken is one factor influencing label use 5 , 8 …”

Expérimentation d’un fléchage nutritionnel dans deux supermarchés à Marseille « Le choix Vita+ »

“…Il s'agit de l'étude LABEL [23], qui a mis en évidence une influence favorable des logos (7 logos différents étaient testés, y compris l'affichage des pourcentage RNJ) sur la qualité nutritionnelle de paniers alimentaires constitués par des participants, ces derniers étant soumis à des incitations financières afin de révéler leurs vrais choix (selon les fondements de l'économie expérimen-tale). D'autres études, s'appuyant sur la photo-élicitation (prise de photos de sujets en situation d'achat en magasin et de consommation à domicile suivi d'échanges avec les mêmes sujets autour de ces photos) [24] ou sur le eyetracking (examen objectif de la façon dont sont lues les étiquettes à travers l'enregistrement des mouvements oculaires) [25] concluent qu'un logo face-avant peut aider les consommateurs à faire plus rapidement des choix plus sains.…”

Dividend Policy and payout practices in Malaysia: A qualitative analysis

“…In this regard, Polit, Beck and Hungler (2001) recommend that not more than ten interviewees should be included in the study, to allow an in-depth exploration of topics in phenomenological studies. Furthermore, the sample of six respondents is considered suitable since a similar sample has been used in comparable studies (Tijani, Fifield and Power, 2009;Koenigstorfer and Klein, 2010). It is worth noting that all the interviews were reviewed several times before been transcribed.…”