Purpose: To better understand the impact of different front-of-package labels (FOPLs) on consumer purchasing intentions and ability to identify unhealthy foods. Participants: \~8,000 Colombians, recruited from Offerwise, that are 18 years or older. Procedures (methods): Participants will be randomly assigned to view images of food and drink products with either a nutrient warning label, Guideline Daily Amount label, Nutriscore label, or no-label control. They will be asked a series of questions about the products and the labels (excluding control group) on them. Questions will also include standard demographic and health related variables.
Participants will be recruited from Offerwise (an online panel research company). Following online consent, participants will be randomly assigned to view different labels (explained below) on food and drink packaging. Participants will answer self-reported responses to the content (e.g., elaboration, beliefs, perceived healthfulness). After being randomized to one of the four groups and answering questions (e.g. which product is healthier, which product would you buy), the participant will see all three labels and select which is most dissuading from consuming a product high in a nutrient. At the end, the participant will answer demographic questions. Participants will be randomized to see either a no-label control or 1 of 3 nutrient labels. The participants will see 5 types of products with the labels (fruit drinks, yogurt, sliced bread, cookies, and breakfast cereal). Nutrient labels: 1. Guideline Daily Amount label 2. Nutriscore label 3. Adapted Peruvian nutrient warning label (high in sugar, high in saturated fat, high in salt/sodium)
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
PREVENTION
Masking
NONE
Enrollment
8,071
Participants will be shown images of juice, bread, yogurt, cookies, and cereal without any added front-of-package labels.
A front-of-package Nutriscore label will be applied to images of juice, bread, yogurt, cookies, and cereal. This label applies a score of A, B, C, D, or E based on the product's nutrition profile.
A front-of-package octagonal nutrient label will be applied to images of juice, bread, yogurt, cookies, and cereal. The label text informs consumers if a product is high in sugar, saturated fat, or salt/sodium. These labels were developed by the Peruvian government and adapted by investigators.
UNC Carolina Population Center
Chapel Hill, North Carolina, United States
Selection of Product Higher in Sugar
Percentage of participants who select the less healthy product in a set of two products as the product the consumer most wants to buy.
Time frame: During ~15 minute online survey
Correct Identification of the Product Higher in Sugar
Percentage of participants who correctly select the product higher in sugar (between two products)
Time frame: During ~15 minute online survey
Perceived Message Effectiveness
Perceived message effectiveness of the study labels. Response options are on a 1 to 5 scale, with lower scores representing a higher amount of the construct. Perceived message effectiveness is measured using 3 items adapted from Baig et al. (2018): concern, unpleasantness, and discouragement. Responses to the 3 items will be averaged to create a perceived message effectiveness score. Question: How much does this message... * make you concerned about the health effect of consuming an unhealthy product? * discourage you from wanting to eat an unhealthy product? * make eating an unhealthy product seem unpleasant to you? Only asked of the label arms, not control.
Time frame: During ~15 minute online survey
Purchase Likelihood
Likelihood that participants would purchase this product in the next week if it were available. Response options are on a 1 to 5 scale, with lower scores representing a higher amount of the construct
Time frame: During ~15 minute online survey
Identify Less Healthy Product
Percentage of participants that correctly identify the less healthy product when selecting between two products.
Time frame: During ~15 minute online survey
Ability to Identify Product as Having Excess of Sugar/Saturated Fat/Sodium
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A front-of-package Guideline Daily Amount label will be applied to images of juice, bread, yogurt, cookies, and cereal. The label shows the amount and percent of daily value of calories, total fat, saturated fat, sugar, and sodium in one serving of a product.
Percentage of participants who correctly identify that the product contains excess sugar, saturated fat, or sodium.
Time frame: During ~15 minute online survey
Most Discouraging Label
Percentage of participants selecting each nutrient label as most discouraging them from consuming the product.
Time frame: During ~15 minute online survey