How do people respond to nutrition claims on vegetables? A quantitative and qualitative analysis

Abstract

Background: Investigating the influence of different nutrition claim labeled vegetables on purchase behavior. How do people respond to nutrition claims on vegetables, and do different claims have different effects? Investigated by a quantitative as well as qualitative analysis. Methods: Participants were recruited online (n=305, 152 males) where they were given a choice scenario, open questions, questionnaires (e.g. the nutrition involvement scale) as well as demographic questions. Data was analyzed with logistic regression, using SPSS, and with a qualitative thematic analysis. Additionally, we’re currently investigating if these themes can predict claim use. Findings: Logistic regression revealed that individuals had a tendency to prefer vegetables with a claim when controlling for other factors (e.g. BMI, age) (χ2 (1, N= 305) = 3.972, p< .05). Additionally, Nutrition Involvement was positively correlated with claims: participants with higher nutrition involvement chose vegetables with claims more frequently (χ2 (1, N= 305) = 6.453, p= .01). We found four main factors in the qualitative thematic analysis, indicating most people chose due to the vegetable, the label, the combination of the two or other reasons (i.e. random choice). This is further proof that nutrition claims may make fresh vegetables more attractive to buy. Discussion: Results show potential for the use of nutrition claims on vegetables in order to make them more salient options for participants. Currently we’re analyzing if the themes of the qualitative analysis (potentially when specifying additional themes) can predict the choice for vegetables with claims, which will also be detailed in the presentation.