Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market expands rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a massive survey conducted by the Hong Kong Consumer Council, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages (Consumer Council, 1999). In fact, young people do not understand much about modern food processing, in particular those present in low energy and functional foods, and they know very little about the modern food marketing strategies. The situation is detrimental to consumer welfare especially to the younger generation. This study attempts to reflect critically on the implications of these issues for the health and well‐being of young people in Hong Kong. It explores directions for designing relevant and effective education programmes to empower young people in understanding food advertising strategies and making informed decisions on food choice. The paper will begin with a critical review on the current situation in Hong Kong. An interview survey on preservice and in‐service teachers’ perception towards misleading food advertising and labelling will then be reported. The situations at schools will be defined and problems faced by teachers in providing relevant consumer education programmes to students will be identified. Finally, the study will look to the future, with a view to developing students’ critical skills in evaluating claims offered in food advertisements.     

Older consumers’ perceptions of functional foods and non‐edible health‐enhancing innovations

Increasing interest in health and well‐being is likely to drive a growth in demand for products that have positive effects on health. Consumers’ acceptance of and willingness to buy functional foods has been widely studied, but there has not been research on consumers’ attitudes towards innovative non‐edible products with health effects. This study examines how older consumers perceive functional foods and novel non‐edible health‐enhancing products, how willing they are to purchase such products, and how health orientation influences their views. As an example of a ‘radical’ innovation, consumers’ acceptance of rubbing their hands in a specific soil‐based mixture to modulate the immune system is explored. The research material, 13 thematic interviews, was collected in Lahti region, Finland, in 2015. The study indicates that the older consumers’ market is not homogeneous. Based on a qualitative, in‐depth approach, the study distinguishes four consumer segments with different lay understandings of health and attitudes towards health‐enhancing products, which influence people's willingness to purchase such products. The segments are health‐seeking consumers, cautious consumers, critical consumers and natural health consumers. Various motives and barriers for using products with health claims are also identified. The case of rubbing hands in organic soil‐based mixture indicates the difficulty of predicting which consumer segment will first adopt this kind of ‘radical’ innovation. The results highlight that the credence qualities of a novel product must be communicated and advertised before entering the market while also taking into account the sensory properties of the product. ‘Radical innovations’ must be in a form that consumers can easily accept.     

Taste and nutrition: the uses and effectiveness of different advertising claims in women's magazine food advertisements

A multi-method study was conducted to examine different advertising claims in current food advertising and to determine the effectiveness of different advertising claims on females’ evaluative judgments of food advertisements. Content analysis results of 678 women's magazine food ads indicated functional food ads appeared to adopt nutrition appeals without taste claims and a combined use of nutrition appeals and taste claims, whereas hedonic food ads tended to use taste claims without nutrition appeals. Nevertheless, these food advertising practices were called into question by the results of two experiments, showing the combined use of nutrition appeals and taste claims was the most effective strategy for both hedonic and functional foods. However, for hedonic foods, advertisers need to include more congruent than extremely incongruent claims. Implications for food advertisers and policy-makers were discussed.     

Family life in grocery stores – a study of interaction between adults and children

Today the family is seen as a unit for food choice and consumption. The influence of family members on food choice comprises several stages that can be carried out both in the private home and in the public sphere, such as the grocery store. This makes the grocery store a context in which ordinary family life can be observed. The aim was to study families and the interaction between children and adults in the grocery store, focusing on young people's involvement in food shopping. Hidden observation and family interview methods were used. A total of 338 people were observed in seven different grocery stores in Stockholm during the summer and autumn of 2003. Seven family interviews, involving a total of 29 persons, were conducted in Uppsala in the spring of 2003. In the interviews, parents reported avoiding shopping for food together with children as they experienced it as stressful and exhausting. The observations showed that family life in the grocery store comprises not only the food purchase, but also bringing up children and consumer education. Young people's involvement in the food purchase varied depending on their age and the specific product. The different behaviour observed may be interpreted as reflecting the variation in ways of bringing up children at home. Another conclusion is that a public place such the grocery store facilitates pedagogical situations and can work as a tool for informal education.     

The influence of religious commitment on consumer perceptions of closed-on-Sunday policies: an exploratory study of Chick-fil-A in the southern United States

Many businesses operate long hours that often include nights and weekends to accommodate consumers. However, a few businesses maintain a closed-on-Sunday policy and do so while still operating successfully although closed-on-Sunday policies mean forgoing potential sales hours. As most Christian faiths consider the Sabbath as a day of rest, an oft-used rationalization for the success of businesses maintaining this policy is that they must be supported by consumers with strong religious beliefs, who appreciate the message sent by the company and as a result perceive the company favorably. The purpose of this paper was to investigate whether consumers' religious commitment influences their ethical judgment of a company's closed-on-Sunday policy and to determine whether this ethical judgment impacts a company's corporate or brand image and consumer loyalty intentions. The results suggest that consumers with higher levels of intra-personal religious commitment are more likely to hold favorable ethical judgments of closed-on-Sunday corporate policies. In addition, favorable ethical judgments of closed-on-Sunday corporate policies are likely to positively influence corporate image. A more positive corporate image ultimately results in higher consumer loyalty intentions.     

Cross‐cultural evaluation of factors driving intention to purchase new food products – Beijing,China and south‐east England

It has been reported that consumers in different countries have distinctive perceptions of, and attitudes to, products. This study investigated consumers’ thoughts on new food products in south‐east England (n = 222) and Beijing, China (n = 139), using a questionnaire‐based largely on the Theory of Reasoned Action. Results indicated that consumers in both countries believe it is necessary for the food industry in their respective countries to introduce new food products and they would like to try new products. There appears to be great interest in new products among the Beijing Chinese, with most interest in new healthy food products. The influences on choices suggest that a marketing focus on quality, utility and health benefits would be most fruitful, as personal beliefs were more important in intention to purchase than the influence of other people. Results point away from the expected result that the Chinese, as a collectivist culture, would place more emphasis on others’ opinions than their own beliefs. This may be linked to food not being an item of conspicuous consumption, or to a cultural shift among urban Chinese.     

Sustainability and dietary change: the implications of Swedish food consumption patterns 1960–2006

This article focuses on the changing food consumption pattern in Sweden between 1960 and 2006, and the implications of those changes for sustainability. National statistical data on the consumption of different food groups such as meat, milk, dairy products, eggs, fruit, vegetables, cereal, potatoes and sugar were compared. Overall, an increase in the consumption of meat, cheese, cream, fruit and vegetables was observed, while the consumption of milk, butter and potatoes decreased. For the sustainability assessment, three parameters were chosen: land requirement, greenhouse gas (GHG) emissions and energy use. It was shown that the Swedish diet in 2006 required more resources and produced more GHG emissions than in 1960, mainly due to the increase in the consumption of animal products.     

Understanding the relationship between holiday taking and self‐assessed health: an exploratory study of senior tourism

The senior market is particularly attractive to the tourism industry. Alongside evidence of a growing propensity to travel and spend, consumption is often deliberately linked to low seasons, balancing out the peaks and valleys for tourism suppliers. Health is one variable which is particularly significant to this consumer. Personal health influences all patterns of consumer behaviour regardless of age, although the full extent to which this models senior tourism activity is unclear. An exploratory qualitative study was undertaken in the spring of 2005, with 22 senior consumers (aged 55 years plus) interviewed. Utilizing the earlier work by Zimmer et al.into self‐assessed health as a framework, travel propensity, the perceived effects of travel and factors inhibiting full participation were questioned. Conclusions drawn outline both a senior tourism typology and areas for future research. Notably the relationship between caregiving and tourism consumption is singled out for further investigation.     

Exploring the nutrition and lifestyle knowledge,attitudes and behaviour of student home economics teachers: baseline findings from a 4‐year longitudinal study

It is widely acknowledged that obesity linked with reduced exercise contributes to health problems, and that, conversely, individuals who embark on weight reducing diets may become deficient in key nutrients. It is often advocated that these problems, which can be grouped together as poor dietary practice, be tackled through education. This study attempts to examine the relationship between nutrition education and lifestyle behaviours in a select group of third level students. The Irish Home Economics curriculum aims to teach secondary school pupils about nutrition and lifestyle practices conducive to health. However, the attitudes and lifestyle practices of those teaching this subject have never been examined in Ireland. The purpose of the present 4‐year longitudinal study, whose first year findings are presented here, is to investigate the nutrition and lifestyle knowledge, attitudes and behaviours of a cohort of Irish student home economics teachers over the 4 years of their Bachelor of Education (Home Economics) degree course. The study was designed to explore possible changes in knowledge, attitudes and practices over the course of their professional education. Nutritional knowledge was measured using a 220‐question adapted version of the test devised by Parmenter and Wardle. Attitudes were measured using a questionnaire adapted from the Pan‐EU Survey on Consumer Attitudes to Physical Activity, Body‐weight and Health. Food, alcohol consumption and exercise were measured using a 7‐day reported dietary/exercise diary. Nutrient intake data were determined using dietary analysis. Weight, height and waist circumference were measured and body mass index (BMI) calculated. When starting college, student home economics teachers have broadly similar anthropometric, dietary and lifestyle characteristics to those of their contemporaries. Mean BMI was identical [24.4 kg/m² (SD 4.3)] to that reported in the North/South Ireland Food Consumption Survey (NSIFCS) for those aged 18–35 years, although energy intakes were significantly higher in the cohort of student teachers (P = 0.000). Thirty‐eight per cent were overweight or obese vs. 33.6% in the NSIFCS. Only 17% (n = 6) of students achieved an intake of 300 µg/day of folate as recommended by the Food Safety Authority of Ireland and only one the recommended intake of non‐starch polysaccharides (18 g/day). One in three students in this study smoke (16 of 48) and alcohol consumption was high. Only one student was very active. Students scored a mean of 55% (SD 8%) on the knowledge test, with similar scores attained for specific aspects of nutritional knowledge (i.e. food groups, constituents of foods, current dietary advice, nutrients, lifestyle practices). However, knowledge of nutrition definitions was weaker with a mean score of 31% (SD 8.6%). Students had a positive attitude towards food choice, the link between food and health and control over their own diet. Similar attitudes towards exercise, smoking and alcohol consumption were displayed despite students perceiving themselves as not having a balanced diet, having insufficient exercise and having regretted something done as a result of consuming alcohol. They appear to display optimistic bias in relation to health risks. These findings provide baseline data for the longitudinal study and indicate that those choosing to pursue a career as a home economics teacher in Ireland have similar nutritional and lifestyle characteristics to those of their contemporaries.