Department of International Marketing and Retailing, Faculty of International and Political Studies, University of Lodz, Narutowicza 59a, 90-131 Lodz, Poland.
Nutrients. 2020 Aug 27;12(9):2605. doi: 10.3390/nu12092605.
The paper aims to identify selected predictors of food label use to extend our knowledge about consumer behavior related to food purchases. Two types of information were examined: front-of-package (FOP) and back-of-package (BOP), and two contexts of reading labels were distinguished: during shopping and at home. Various types of potential predictors were tested, including demographic (e.g., age, gender, household size, place of living), socioeconomic (e.g., education, professional activity, income), behavioral (e.g., purchasing certain types of products), and psychographic (e.g., importance attached to various types of information) criteria. The survey was conducted with the use of the CAWI (Computer-Assisted Web Interviews) methodology in a sample of 1051 Polish consumers. Quota sampling was applied based on sex, age, education, place of living (urban vs. rural), and region. Descriptive statistics, -tests, ANOVAs, Pearson correlation coefficients, and multiple and retrograde step regressions were applied. In retrograde step regression models, only one predictor (self-rated knowledge about nutrition healthiness) turned out to be significant for all four measures of label reading. The remaining predictors were specific to selected measures of reading labels. The importance of the information about the content of fat and that about the health effects of consuming a food product were significant predictors of three types of food label use. This study confirms the necessity to investigate reading labels in fine-grained models, adapted to different types of labels and different contexts of reading. Our results show that demographic or socioeconomic variables are not significant predictors of reading food labels for a large group of Polish consumers.
本文旨在确定食品标签使用的选定预测因素，以扩展我们对与食品购买相关的消费者行为的了解。检查了两种类型的信息：包装正面（FOP）和包装背面（BOP），并区分了两种阅读标签的情境：购物时和在家中。测试了各种类型的潜在预测因素，包括人口统计学（例如年龄、性别、家庭规模、居住地点）、社会经济（例如教育、职业活动、收入）、行为（例如购买某些类型的产品）和心理（例如对各种类型信息的重视程度）标准。该调查使用 CAWI（计算机辅助网络访谈）方法在 1051 名波兰消费者样本中进行。根据性别、年龄、教育、居住地点（城市与农村）和地区进行了配额抽样。应用了描述性统计、t 检验、方差分析、皮尔逊相关系数以及多元和逆行逐步回归。在逆行逐步回归模型中，只有一个预测因素（自我评估对营养健康知识的了解）对所有四种阅读标签的措施均具有统计学意义。其余预测因素特定于所选的阅读标签措施。有关脂肪含量和食用食品的健康影响的信息的重要性是三种类型的食品标签使用的重要预测因素。这项研究证实了在精细模型中研究阅读标签的必要性，这些模型适用于不同类型的标签和不同的阅读情境。我们的结果表明，对于一大群波兰消费者来说，人口统计学或社会经济变量并不是阅读食品标签的重要预测因素。
