The impact of front-of-pack marketing attributes versus nutrition and health information on parents’ food choices

Georgina Russell, C; Burke, PF; Waller, DS; Wei, E

The impact of front-of-pack marketing attributes versus nutrition and health information on parents’ food choices

Georgina Russell, C Burke, PF

Waller, DS

Wei, E

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Publication Type:: Journal Article
Citation:: Appetite, 2017, 116 pp. 323 - 338
Issue Date:: 2017-09-01

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Field	Value	Language
dc.contributor.author	Georgina Russell, C	en_US
dc.contributor.author	Burke, PF https://orcid.org/0000-0003-0978-0237	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Wei, E	en_US
dc.date.available	2017-05-01	en_US
dc.date.issued	2017-09-01	en_US
dc.identifier.citation	Appetite, 2017, 116 pp. 323 - 338	en_US
dc.identifier.issn	0195-6663	en_US
dc.identifier.uri	http://hdl.handle.net/10453/123902
dc.description.abstract	© 2017 Front-of-pack attributes have the potential to affect parents’ food choices on behalf of their children and form one avenue through which strategies to address the obesogenic environment can be developed. Previous work has focused on the isolated effects of nutrition and health information (e.g. labeling systems, health claims), and how parents trade off this information against co-occurring marketing features (e.g. product imagery, cartoons) is unclear. A Discrete Choice Experiment was utilized to understand how front-of-pack nutrition, health and marketing attributes, as well as pricing, influenced parents’ choices of cereal for their child. Packages varied with respect to the two elements of the Australian Health Star Rating system (stars and nutrient facts panel), along with written claims, product visuals, additional visuals, and price. A total of 520 parents (53% male) with a child aged between five and eleven years were recruited via an online panel company and completed the survey. Product visuals, followed by star ratings, were found to be the most significant attributes in driving choice, while written claims and other visuals were the least significant. Use of the Health Star Rating (HSR) system and other features were related to the child's fussiness level and parents’ concerns about their child's weight with parents of fussy children, in particular, being less influenced by the HSR star information and price. The findings suggest that front-of-pack health labeling systems can affect choice when parents trade this information off against marketing attributes, yet some marketing attributes can be more influential, and not all parents utilize this information in the same way.	en_US
dc.relation	http://purl.org/au-research/grants/arc/DE130101463
dc.relation.ispartof	Appetite	en_US
dc.relation.isbasedon	10.1016/j.appet.2017.05.001	en_US
dc.subject.classification	Nutrition & Dietetics	en_US
dc.subject.mesh	Humans	en_US
dc.subject.mesh	Nutrition Surveys	en_US
dc.subject.mesh	Health Knowledge, Attitudes, Practice	en_US
dc.subject.mesh	Food Preferences	en_US
dc.subject.mesh	Health Behavior	en_US
dc.subject.mesh	Parents	en_US
dc.subject.mesh	Choice Behavior	en_US
dc.subject.mesh	Nutritive Value	en_US
dc.subject.mesh	Socioeconomic Factors	en_US
dc.subject.mesh	Marketing	en_US
dc.subject.mesh	Food Labeling	en_US
dc.subject.mesh	Adolescent	en_US
dc.subject.mesh	Adult	en_US
dc.subject.mesh	Middle Aged	en_US
dc.subject.mesh	Child	en_US
dc.subject.mesh	Child, Preschool	en_US
dc.subject.mesh	Australia	en_US
dc.subject.mesh	Female	en_US
dc.subject.mesh	Male	en_US
dc.subject.mesh	Young Adult	en_US
dc.subject.mesh	Consumer Behavior	en_US
dc.subject.mesh	Surveys and Questionnaires	en_US
dc.title	The impact of front-of-pack marketing attributes versus nutrition and health information on parents’ food choices	en_US
dc.type	Journal Article
utslib.citation.volume	116	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/FASS Faculty Administration
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney/Faculty of Health
pubs.organisational-group	/University of Technology Sydney/Strength - ACRI - Australia China Relations Institute
pubs.organisational-group	/University of Technology Sydney/Strength - BIDA - Business Intelligence and Data Analytics
pubs.organisational-group	/University of Technology Sydney/Strength - CHSP - Health Services and Practice
utslib.copyright.status	open_access
pubs.publication-status	Published	en_US
pubs.volume	116	en_US

Abstract:

© 2017 Front-of-pack attributes have the potential to affect parents’ food choices on behalf of their children and form one avenue through which strategies to address the obesogenic environment can be developed. Previous work has focused on the isolated effects of nutrition and health information (e.g. labeling systems, health claims), and how parents trade off this information against co-occurring marketing features (e.g. product imagery, cartoons) is unclear. A Discrete Choice Experiment was utilized to understand how front-of-pack nutrition, health and marketing attributes, as well as pricing, influenced parents’ choices of cereal for their child. Packages varied with respect to the two elements of the Australian Health Star Rating system (stars and nutrient facts panel), along with written claims, product visuals, additional visuals, and price. A total of 520 parents (53% male) with a child aged between five and eleven years were recruited via an online panel company and completed the survey. Product visuals, followed by star ratings, were found to be the most significant attributes in driving choice, while written claims and other visuals were the least significant. Use of the Health Star Rating (HSR) system and other features were related to the child's fussiness level and parents’ concerns about their child's weight with parents of fussy children, in particular, being less influenced by the HSR star information and price. The findings suggest that front-of-pack health labeling systems can affect choice when parents trade this information off against marketing attributes, yet some marketing attributes can be more influential, and not all parents utilize this information in the same way.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/123902