The influence of nutrition labelling and logos on food purchasing behaviour in Cape Town, Western Cape, South Africa
| dc.contributor.advisor | Blaauw, Renee | en_ZA |
| dc.contributor.advisor | Wentzel-Viljoen, Edelweiss | en_ZA |
| dc.contributor.author | Koen, Nelene | en_ZA |
| dc.contributor.other | Stellenbosch University. Faculty of Medicine and Health Sciences. Dept. of Global Health. Human Nutrition. | en_ZA |
| dc.date.accessioned | 2017-10-16T07:15:49Z | |
| dc.date.accessioned | 2017-12-11T10:26:32Z | |
| dc.date.available | 2018-12-01T03:00:10Z | |
| dc.date.issued | 2017-12 | |
| dc.description | Thesis (PhD)--Stellenbosch University, 2017. | en_ZA |
| dc.description.abstract | ENGLISH SUMMARY : Introduction: Nutrition information on food labels is a population-based approach to nutrition education that enables consumers to make healthier food choices. In South Africa (SA) there has been a paucity of data on food and nutrition labelling and the consumer since the publication of the new food-labelling legislation. Rationale: A better understanding of how consumers engage with nutrition information on food labels is required to make recommendations to improve education campaigns to assist consumers in making healthier food choices. Additionally, food-labelling factors that influence consumer food-purchasing behaviour, and expectations/barriers to reading nutrition information on labels, could assist in making recommendations for a single front-of-pack labelling scheme to be used in SA as well as for its development. Methods: A multi-stage mixed-methods design was employed. In phase one, a cross-sectional, descriptive, interviewer-administered electronic survey was conducted on adult consumers (N=960) at 16 randomly selected grocery stores in four health districts of Cape Town (CT). In phase two, nine focus-group discussions (FGDs) were held with purposively selected consumers (N=67) to further explore phase one’s findings and what type of health- endorsement logos (HELs) are preferred and why. In phase three, ten HELs were developed by a graphic design company based on the data collected in previous phases. A modified Delphi technique, conducted with experts in the fields of nutrition/food science (N=19), was employed to eliminate lowest scoring HELs and to improve the design of the HELs. Participants from the initial survey and/or FGDs took part in pilot testing of the HELs during four FGDs. Results: Main self-reported factors influencing food-purchasing behaviour included price, sell-by date and products on special/promotion, with price being the most important. Taste, brand loyalty, marketing and convenience were also major influencers. Less than half of participants indicated that nutrition information always influenced their product choice. The main reasons for not reading nutrition information included buying the same type of product all the time and being uninterested in the information. In exploring this further with FGDs, a lack of time, poor understanding of nutrition information (specifically the nutrition information table) and lack of trust in labelling information also emerged as important factors. The mean food and nutrition label knowledge score was 44%. The majority of participants preferred a single HEL to be used on food products as they don’t understand the various HELs used. Such a logo should include pictures/symbols directly related to health and/or food and should state “healthy choice”. During the pilot testing, three HELs (developed and improved during two rounds of scoring) received overall rankings of 3.08/5, 3.28/5 and 3.39/5 respectively. Conclusion: CT consumers have poor food and nutrition label knowledge and nutrition information on food labels is not a major influencer of food-purchasing behaviour. Consumers struggle to understand the nutrition information provided and have expressed a need for a single HEL to be used. Consumer education on utilising the nutrition information on labels and the development of a single HEL for SA, could assist consumers to make healthier food choices and in turn address the high incidence of non-communicable diseases in SA. | en_ZA |
| dc.description.abstract | AFRIKAANSE OPSOMMING : Inleiding: Voedingsinligting op voedseletikette is ‘n bevolkingsgebasseerde benadering tot voedingsopvoeding wat verbruikers in staat stel om gesonder voedselkeuses te maak. In Suid-Afrika (SA), sedert die publikasie van die nuwe voedseletiketteringswetgewing, is daar ‘n gebrek aan data oor voedsel- en voedingsetikettering en die verbruiker. Rasionaal: ‘n Beter begrip van hoe verbruikers meegaan met voedingsinligting op voedseletikette word benodig om aanbevelings te kan maak om opvoedingsveldtogte te verbeter om verbruikers te help om gesonder voedselkeuses te maak. Daarbenewens, voedseletiketteringsfaktore wat die verbruiker se voedselaankope gedrag beïnvloed, asook verwagtinge/hindernisse tot die lees van voedingsinligting op etikette, kan help om aanbevelings te maak vir ‘n enkel voorkant-van-verpakking etikketeringsbenadering vir gebruik in SA en vir die ontwikkeling daarvan. Metodes: ‘n Multi-stadium gemengde metodes ontwerp is gevolg. In fase een is ‘n deursnit, beskrywende, onderhoudvoerder-geadministreerde elektroniese opname gedoen met volwasse verbruikers (N=960) by 16 ewekansige geselekeerde kruidenierswinkels in vier gesondheidsdistrikte van Kaapstad. In fase twee is nege fokusgroep besprekings (FGBs) gehou met doelbewus geselekteerde verbruikers (N=67) om fase een bevindinge verder te ondersoek asook watter tipe gesondheidsonderskryfde logos (GOLs) word verkies en hoekom. ‘n Aangepaste Delphi tegniek is gebruik, met kundiges in die areas van voeding/voedselwetenskappe (N=19), om die GOLs met die laagste tellings te elimineer en die ontwerp van die GOLs te verbeter. Deelnemers van die aanvanklike opname en/of FGBs het deelgeneem aan die loodstudietoetsing van die GOLs tydens vier FGBs. Resultate: Die belangrikste self-gerapporteerde faktore wat voedselaankope gedrag beïnvloed sluit in prys, vervaldatum en produkte op afslag/promosie, met prys die belangrikste. Smaak, handelsmerk lojaliteit, bemarking en gerief was ook belangrike invloede. Minder as die helfte van deelnemers het aangedui dat die voedingsinligting altyd hul produkkeuses beïnvloed. Die hoofredes waarom voedingsinligting nie gelees word nie sluit in: die koop van dieselfde tipe produkte deurgaans en verbruikers is nie geinteresseerd in die inligting nie. Met verdere ondersoek met behulp van FGBs, het ‘n gebrek aan tyd, swak begrip van voedingsinligting (spesifiek die voedingsinligtingstabel) en gebrek aan vertroue in etiketteringsinligting ook voorgekom as belangrike invloede. Die gemiddelde voedsel- en voedingsetiket kennis telling was 44%. Die meerderheid van die deelnemers sal ‘n enkel GOLs op voedselprodukte verkies aangesien hul nie die verskillende GOLs wat tans gebruik word verstaan nie. Hierdie logo moet prentjies/simbole wat direk verband hou met gesondheid en/of voedsel bevat en “healthy choice” moet daarop staan. Gedurende die loodstudietoetsing het drie GOLs (ontwikkel en verbeter deur twee rondtes waar tellings verskaf is), algehele posisies van 3.08/5, 3.28/5 en 3.39/5 onderskeidelik ontvang. Samevatting: Verbruikers van Kaapstad het swak voeding- en voedseletiket kennis en voedingsinligting op etikette het nie ‘n groot invloed op voedselaankope gedrag nie. Verbruikers sukkel om die voedingsinligting wat verskaf word te verstaan en het die behoefte uitgespreek vir die gebruik van ‘n enkel GOL. Opvoeding van die verbruiker oor die gebruik van voedingsinligting op etikette en die ontwikkeling van ‘n enkel GOL vir SA, kan die verbruiker help om gesonder voedselkeuses te maak en sodoende die hoë insidensie van nie-oordraagbare siektes in SA aanspreek. | af_ZA |
| dc.embargo.terms | 2018-12-01 | |
| dc.format.extent | xxiii, 296 pages ; illustrations, includes annexures | |
| dc.identifier.uri | http://hdl.handle.net/10019.1/102570 | |
| dc.language.iso | en_ZA | en_ZA |
| dc.publisher | Stellenbosch : Stellenbosch University | |
| dc.rights.holder | Stellenbosch University | |
| dc.subject | Food -- Labeling -- Cape Town (South Africa) | en_ZA |
| dc.subject | Chronic diseases -- Nutritional aspects -- Cape Town (South Africa) | en_ZA |
| dc.subject | Health endorsement logos -- South Africa | en_ZA |
| dc.subject | Consumers -- Cape Town (South Africa) -- Food habits | en_ZA |
| dc.subject | UCTD | |
| dc.title | The influence of nutrition labelling and logos on food purchasing behaviour in Cape Town, Western Cape, South Africa | en_ZA |
| dc.type | Thesis | en_ZA |
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