Consumer knowledge and attitudes toward nutritional labels.

OBJECTIVE

To determine Mauritian consumers' attitudes toward nutritional labels based on the Kano model and to identify determinants of the use and understanding of nutrition labels.

DESIGN

The researchers also used a Kano model questionnaire to determine consumers' attitudes toward nutrition labeling.

SETTING

Four hundred consumers residing in Mauritius.

PARTICIPANTS

Information was elicited via a questionnaire that assessed nutritional knowledge and information about the use and understanding of nutritional labels and demographic factors.

MAIN OUTCOME MEASURES

Nutritional label use and understanding, nutrition knowledge, and association of demographic factors with label use.

ANALYSIS

Statistical tests performed included 1-way ANOVA and independent samples t tests.

RESULTS

Statistically significant relationships (P < .05) were found for nutritional knowledge and nutritional label usage with demographic factors. All demographic factors with the exception of gender were significantly associated (P < .05) with nutritional label understanding. Based on the outcome of the Kano survey, calorie content, trans fat content, protein content, and cholesterol content were found to be must-be attributes: that is, attributes that, when not present, result in consumer dissatisfaction.

CONCLUSIONS AND IMPLICATIONS

Age, education, income, household size, and nutrition knowledge had an impact on nutritional label use. Health promoters should aim to increase the use of nutritional labels.