Determinants of food label use among supermarket shoppers : a Singaporean perspective
Lwin, May Oo
Date of Issue2013
Wee Kim Wee School of Communication and Information
Objective: Examining factors influencing food label use among Singapore's supermarket shoppers using the Theory of Planned Behavior. Design: A point-of-purchase survey among general shoppers in 2 supermarkets. Setting: Singapore, a country whose population is exposed to a wide range of food labeling formats because of the import-dependent nature of the food industry. Participants: A total of 200 shoppers (Chinese [75.5%], Malays [8.5%], and Indians [7.0%]) participated in the survey. Main Outcome Measures: Independent variables composed of attitudes and subjective norms (both 5-point Likert); perceived behavioral control and diet-health concern (both 5-point semantic differential); and knowledge (18-item index). Dependent variables were intention to use food labels (5-point differential scale) and actual use of food labels (19-item index). Analysis: Data were analyzed using descriptive statistics, mean analysis, and multivariate linear regression. Results: Low levels of knowledge and health literacy were found. Attitudes, subjective norms, and behavioral control differed significantly by age and ethnicity. Subjective norms and diet-health concern were significant predictors of intention to use food labels. Conclusions and Implications: Lack of knowledge but positive attitudes toward food labels make Singapore's consumers vulnerable to misusing or being misled by food label information. Demographic differences demonstrate the need to develop targeted educational interventions and enhance awareness of and ability to use food labels.
DRNTU::Engineering::Chemical engineering::Food processing and manufacture
Journal of nutrition education and behavior
© 2013 Society for Nutrition Education and Behavior. This is the author created version of a work that has been peer reviewed and accepted for publication by Journal of nutrition education and behaviour, Society for Nutrition Education and Behavior. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1016/j.jneb.2012.09.001].