Albright C L, Flora J A, Fortmann S P
Department of Medicine, Stanford University.
Health Educ Q. 1990 Summer;17(2):157-67. doi: 10.1177/109019819001700203.
This study examined changes in sales of low fat/low cholesterol foods targeted in a restaurant menu labeling program. Sales of labeled items were tracked before and after the program was introduced, and a subsample of patrons were surveyed for information on visibility and comprehension of the menu labels. Two of the four restaurants had significant increases in the sales of targeted foods following labeling. Comparisons between patrons dining in restaurants which had an increase in sales (I--increase restaurants) to those dining in restaurants which had no overall shift in sales (NI--no increase restaurants) revealed no differences in patron awareness or comprehension of the menu labels. There were age and gender differences between I and NI restaurants, with I restaurants having proportionally more males, and a younger clientele. Taste was the primary reason given by patrons for their entree choice, regardless of whether or not it was labeled. In all four restaurants women and older patrons were more aware of the program and more responsive to its recommendations. These findings suggest that environmental strategies may be an effective method of encouraging dietary changes in the general population, but patron characteristics such as age and gender may influence receptivity to this type of intervention. Future studies aimed at developing effective point of purchase education programs should evaluate these patron characteristics and include more powerful behavior change strategies.
本研究调查了一项餐厅菜单标签计划所针对的低脂/低胆固醇食品的销售变化情况。在该计划实施前后对贴有标签食品的销售进行了跟踪，并对一部分顾客进行了抽样调查，以获取有关菜单标签的可见性和理解情况的信息。在四家餐厅中，有两家餐厅在贴上标签后，目标食品的销售额显著增加。对在销售额增加的餐厅（I类——销售额增加的餐厅）就餐的顾客与在销售额没有总体变化的餐厅（NI类——销售额未增加的餐厅）就餐的顾客进行比较后发现，顾客对菜单标签的认知或理解没有差异。I类餐厅和NI类餐厅在年龄和性别方面存在差异，I类餐厅男性比例相对较高，顾客群体更年轻。口味是顾客选择主菜的主要原因，无论该菜品是否贴有标签。在所有四家餐厅中，女性和老年顾客对该计划的认知度更高，对其建议的反应也更积极。这些研究结果表明，环境策略可能是鼓励普通人群改变饮食习惯的一种有效方法，但年龄和性别等顾客特征可能会影响对这类干预措施的接受程度。未来旨在制定有效的购买点教育计划的研究应评估这些顾客特征，并纳入更有力的行为改变策略。
