Actual use of a front-of-pack nutrition logo in the supermarket: consumers' motives in food choice.
OBJECTIVE
A front-of-pack nutrition logo on products with relatively favourable product compositions might help consumers to make more healthful choices. Studies investigating actual nutrition label use in point-of-purchase settings are scarce. The present study investigates the use of the 'Choices' nutrition logo in Dutch supermarkets.


METHODS
Adults were asked to complete a validated questionnaire about motivation for food choice and their purchased products were scored for the Choices logo after they had done their shopping.


METHODS
Nine supermarkets in The Netherlands.


METHODS
A total of 404 respondents participated.


RESULTS
Of the respondents, 62 % reported familiarity with the logo. The motivations for food choice that were positively associated with actually purchasing products with the logo were attention to 'weight control' and 'product information'. The food choice motive 'hedonism' was negatively associated with purchasing products with the logo.


CONCLUSIONS
This is the first study to investigate actual use of the Choices logo. In order to stimulate consumers to purchase more products with a favourable product composition, extra attention should be paid to hedonistic aspects such as the tastefulness and the image of healthy products.
Vyth
Ellis L
EL
Department of Health Sciences and EMGO Institute for Health and Care Research, VU University Amsterdam, De Boelelaan 1085, 1081 HV Amsterdam, The Netherlands. ellis.vyth@falw.vu.nl
Steenhuis
Ingrid H M
IH
Vlot
Jessica A
JA
Wulp
Anouk
A
Hogenes
Meefa G
MG
Looije
Danielle H
DH
Brug
Johannes
J
Seidell
Jacob C
JC
D000293:Adolescent; D000328:Adult; D000368:Aged; D000369:Aged, 80 and over; D002755:Choice Behavior; D003258:Consumer Behavior; D005260:Female; D005515:Food Labeling / Q000379:methods* / Q000706:statistics & numerical data*; D005518:Food Preferences / Q000523:psychology*; D005523:Food Supply; D015438:Health Behavior; D006801:Humans; D008297:Male; D008875:Middle Aged; D009042:Motivation; D009426:Netherlands; D018673:Nutrition Policy; D011795:Surveys and Questionnaires; D055815:Young Adult