O'Brien Michelle C, McConnon Aine, Hollywood Lynsey E, Cuskelly Geraldine J, Barnett Julie, Raats Monique, Dean Moira
1School of Public Health,Physiotherapy and Population Science,Woodview House,Belfield,University College Dublin,Dublin 4,Republic of Ireland.
2Institute for Global Food Security,School of Biological Sciences,Queens University Belfast,Belfast,UK.
Public Health Nutr. 2015 Apr;18(6):1001-10. doi: 10.1017/S1368980014001116. Epub 2014 Jun 3.
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.
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.
Supermarkets in Dublin, Republic of Ireland and Belfast, Northern Ireland.
Participants (n 50) were aged over 18 years and represented the main household shopper.
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.
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.
本研究旨在通过调查人们在购买食品时有关健康话题的本质，来探究健康在消费者食品购买决策中所起的作用。
本研究采用出声思维技术，作为陪同购物的一部分。从数据集中识别出所有提及健康以及与健康相关的术语。进行归纳主题分析，以研究在人们的食物选择决策中，健康是如何被谈论的。
爱尔兰共和国都柏林和北爱尔兰贝尔法斯特的超市。
参与者（n = 50）年龄在18岁以上，代表家庭主要购物者。
对他人的责任以及认为需要进行严格控制以避免选择“不健康”食品的观念，在陪同购物过程中人们谈论健康的方式上起了主导作用。因此，健康购物被视为困难之事，做出健康选择需要付出努力，购物者通过基于产品的推断来支持他们的决策。
这项定性探索为一些影响消费者在食品购物时考虑健康因素的因素提供了证据。这些结果凸显了公共卫生机构和食品行业等利益相关者进一步探索帮助消费者做出健康食品选择的更多方式的机会。
