Wright C A, Bruhn C M, Heymann H, Bamforth C W
Department of Food Science and Technology, University of California, Davis, CA 95616, USA.
J Food Sci. 2008 Jan;73(1):H12-7. doi: 10.1111/j.1750-3841.2007.00574.x.
Consumers' perceptions about alcohol are shaped by numerous factors. This environment includes advertisements, public service announcements, product labels, various health claims, and warnings about the dangers of alcohol consumption. This study used focus groups and questionnaires to examine consumers' perceptions of alcoholic beverages based on their nutritional value and health benefits. The overall purpose of this study was to examine beer consumers' perceptions of the health attributes and content of alcoholic beverages. Volunteers were surveyed at large commercial breweries in California, Missouri, and New Hampshire. The anonymous, written survey was presented in a self-explanatory format and was completed in 5 to 10 min. The content and style of the survey were derived from focus groups conducted in California. The data are separated by location, gender, and over or under the age of 30. Parametric data on beverage rating were analyzed using analysis of variance (ANOVA) while the nonparametric data from True/False or Yes/No questions were analyzed using chi-square. Although statistically significant variances did exist between survey location, gender, and age, general trends emerged in areas of inquiry. The findings indicate that a great opportunity exists to inform consumers about the health benefits derived from the moderate consumption of all alcoholic beverages.
消费者对酒精的认知受多种因素影响。这种环境包括广告、公益广告、产品标签、各种健康声明以及关于饮酒危害的警告。本研究采用焦点小组和问卷调查的方式，基于营养价值和健康益处来考察消费者对酒精饮料的认知。本研究的总体目的是考察啤酒消费者对酒精饮料健康属性和成分的认知。在加利福尼亚州、密苏里州和新罕布什尔州的大型商业啤酒厂对志愿者进行了调查。匿名书面调查问卷采用自解释格式，5至10分钟即可完成。调查问卷的内容和形式源自于在加利福尼亚州开展的焦点小组讨论。数据按地点、性别以及30岁以上或以下进行分类。使用方差分析（ANOVA）对饮料评分的参数数据进行分析，而对是非题或正误题的非参数数据则使用卡方分析。尽管调查地点、性别和年龄之间确实存在统计学上的显著差异，但在调查领域出现了一些总体趋势。研究结果表明，在向消费者宣传适度饮用所有酒精饮料所带来的健康益处方面存在巨大机遇。
