Attitude and Behavior Factors Associated with Front-of-Package Label Use with Label Users Making Accurate Product Nutrition Assessments

Abstract

Background: Front-of-package (FOP) labels are increasing in popularity on retail products. Reductive FOP labels provide nutrient-specific information, whereas evaluative FOP labels summarize nutrient information through icons. Better understanding of consumer behavior regarding FOP labels is beneficial to increasing consumer use of nutrition labeling when making grocery purchasing decisions.

Objective: We aimed to determine FOP label format effectiveness in aiding consumers at assessing nutrient density of food products. In addition, we sought to determine relationships between FOP label use and attitude toward healthy eating, diet self-assessment, self-reported health and nutrition knowledge, and label and shopping behaviors.

Design: A between-subjects experimental design was employed. Participants were randomly assigned to one of four label conditions: Facts Up Front, Facts Up Front Extended, a binary symbol, and no-label control.

Participants/setting: One hundred sixty-one US primary grocery shoppers, aged 18 to 69 years. Participants were randomly invited to the online study.

Intervention: Participants in one of four label condition groups viewed three product categories (cereal, dairy, and snacks) with corresponding questions.

Main outcome measures: Adults' nutrition assessment of food products based on different FOP label formats, along with label use and attitude toward healthy eating, diet self-assessment, self-reported health and nutrition knowledge, and label and shopping behaviors.

Statistical analyses performed: Data analyses included descriptive statistics, χ² tests, and logistical regression. Significant outcomes were set to α=.05.

Results: Participants selected the more nutrient-dense product in the snack food category when it contained an FOP label. Subjective health and nutrition knowledge and frequency of selecting food for healthful reasons were associated with FOP label use (P<0.01 and P<0.05, respectively).

Conclusions: Both Facts Up Front (reductive) and binary (evaluative) FOP labels appear effective for nutrition assessment of snack products compared with no label. Specific attitude and behavior factors were associated with label use.

Keywords: Front-of-package food labels; Nutrition Facts; Nutrition information; Product nutrition assessment; Subjective nutrition knowledge.