Vyth Ellis L, Steenhuis Ingrid H M, Mallant Sanne F, Mol Zinzi L, Brug Johannes, Temminghoff Marcel, Feunekes Gerda I, Jansen Leon, Verhagen Hans, Seidell Jacob C
Department of Health Sciences, VU University Amsterdam, Amsterdam, The Netherlands.
J Health Commun. 2009 Oct-Nov;14(7):631-45. doi: 10.1080/10810730903204247.
This study aimed to perform a quantitative and qualitative process evaluation of the introduction of the Choices logo, a front-of-pack nutrition logo on products with a favorable product composition, adopted by many food producers, retail and food service organizations, conditionally endorsed by the Dutch government, validated by scientists, and in the process of international dissemination. An online questionnaire was sent to adult consumers 4 months after the introduction of the logo (n = 1,032) and 1 year later (n = 1,127). Additionally, seven consumer focus groups (n = 41) were conducted to provide more insight into the questionnaire responses. Quantitative analyses showed that exposure to the logo had significantly increased. Elderly and obese respondents reported to be more in need of a logo than younger and normal-weight individuals. Women perceived the logo more attractive and credible than men did. Further qualitative analyses indicated that the logo's credibility would improve if it became known that governmental and scientific authorities support it. Elderly respondents indicated that they needed a logo due to health concerns. Consumers interested in health reported that they used the logo. Further research focusing on specific target groups, forming healthful diets, and health outcomes is needed to investigate the effectiveness of the Choices logo.
本研究旨在对“选择”标志的引入进行定量和定性的过程评估。“选择”标志是一种包装正面营养标志，用于产品成分良好的产品上，被许多食品生产商、零售和食品服务组织采用，得到荷兰政府的有条件认可，经过科学家验证，且正处于国际推广过程中。在标志推出4个月后（n = 1032）和1年后（n = 1127），向成年消费者发送了在线调查问卷。此外，还开展了7个消费者焦点小组（n = 41），以更深入了解调查问卷的回复。定量分析表明，对该标志的接触显著增加。老年和肥胖受访者表示比年轻和体重正常的个体更需要这样一个标志。女性认为该标志比男性更具吸引力和可信度。进一步的定性分析表明，如果人们知道政府和科学权威机构支持该标志，其可信度将会提高。老年受访者表示，出于健康考虑，他们需要这样一个标志。对健康感兴趣的消费者表示他们会使用该标志。需要针对特定目标群体、形成健康饮食以及健康结果开展进一步研究，以调查“选择”标志的有效性。
