EXPLORING CONSUMERS’ USE OF INGREDIENT INFORMATION IN THE FOOD CHOICE PROCESS

Abstract

Food labelling is designed to help consumers make better food choices. Understanding how this information is used becomes increasingly important as relationships between diet and diseases are recognized. Research on food label use has left the list of ingredients under-explored, despite its identification as an important component of the food label. As an internal cognitive process, information use during food choices is difficult to measure without influencing behaviour. To gain insight into this phenomenon, a qualitative methodology examining cognitive and behavioural aspects of food choices was incorporated into a mixed-method approach. A survey measured self-reported nutrition behaviours of 518 Dalhousie students. A screening tool identified surveyed volunteers likely to use ingredient information, 11 of which completed a simulated shopping task that produced rich qualitative data. A theoretical approach to thematic analysis revealed that participants focused on avoidance of negatives when making food choices, employing various strategies to accomplish this goal.