title: Let's talk about health: shoppers' discourse regarding health while food shopping.
abstract: OBJECTIVE
  The present study aimed to examine the role of health in consumers' food purchasing decisions through investigating the nature of people's discourse regarding health while conducting their food shopping.
  
  
  METHODS
  The study employed the think-aloud technique as part of an accompanied shop. All mentions of health and terms relating to health were identified from the data set. Inductive thematic analysis was conducted to examine how health was talked about in relation to people's food choice decisions.
  
  
  METHODS
  Supermarkets in Dublin, Republic of Ireland and Belfast, Northern Ireland.
  
  
  METHODS
  Participants (n 50) were aged over 18 years and represented the main household shopper.
  
  
  RESULTS
  Responsibility for others and the perceived need to illicit strict control to avoid 'unhealthy' food selections played a dominant role in how health was talked about during the accompanied shop. Consequently healthy shopping was viewed as difficult and effort was required to make the healthy choice, with shoppers relating to product-based inferences to support their decisions.
  
  
  CONCLUSIONS
  This qualitative exploration has provided evidence of a number of factors influencing the consideration of health during consumers' food shopping. These results highlight opportunities for stakeholders such as public health bodies and the food industry to explore further ways to help enable consumers make healthy food choices.
authors.affiliation: 1School of Public Health,Physiotherapy and Population Science,Woodview House,Belfield,University College Dublin,Dublin 4,Republic of Ireland.
authors.forename: Michelle C
authors.initials: MC
authors.lastname: O'Brien
authors.affiliation: 1School of Public Health,Physiotherapy and Population Science,Woodview House,Belfield,University College Dublin,Dublin 4,Republic of Ireland.
authors.forename: Aine
authors.initials: A
authors.lastname: McConnon
authors.affiliation: 2Institute for Global Food Security,School of Biological Sciences,Queens University Belfast,Belfast,UK.
authors.forename: Lynsey E
authors.initials: LE
authors.lastname: Hollywood
authors.affiliation: 2Institute for Global Food Security,School of Biological Sciences,Queens University Belfast,Belfast,UK.
authors.forename: Geraldine J
authors.initials: GJ
authors.lastname: Cuskelly
authors.affiliation: 3Psychology Department,University of Bath,Bath,UK.
authors.forename: Julie
authors.initials: J
authors.lastname: Barnett
authors.affiliation: 4Food,Consumer Behaviour and Health Research Centre,University of Surrey,Guildford,UK.
authors.forename: Monique
authors.initials: M
authors.lastname: Raats
authors.affiliation: 2Institute for Global Food Security,School of Biological Sciences,Queens University Belfast,Belfast,UK.
authors.forename: Moira
authors.initials: M
authors.lastname: Dean
mesh_terms: D000293:Adolescent; D000328:Adult; D003258:Consumer Behavior; D054626:Consumer Health Information; D003657:Decision Making; D004032:Diet / Q000009:adverse effects* / Q000191:economics; D005191:Family Characteristics; D005260:Female; D005515:Food Labeling; D005523:Food Supply / Q000191:economics; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007494:Ireland; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D009660:Northern Ireland; D018673:Nutrition Policy; D010349:Patient Compliance; D036301:Qualitative Research; D012380:Role; D055815:Young Adult
keywords: Behaviour