2. SITUACIÓN ACTUAL
2.3. Estudios de inserción laboral
Future research could further explore consumer understanding of combinations of FOP labelling and nutrition and health claims by building on the MSP methodology and study designs described within this thesis. This would provide greater insight into the interactions between these types of information from a consumer perspective. Further research is also needed to explore the way in which consumer understanding of FOP labelling and nutrition and health claims may be impacted by contextual factors in more ecologically valid environments. Whilst, testing in the real world is constrained by the limitations on experimental manipulation of the information on pack to the extent needed to compare and contrasts various labelling schemes, differing presentations of claims or combinations thereof, this could perhaps be more easily achieved by using experimental mediums such as ‘virtual supermarkets’ (van Herpen et al., 2014b).
Looking more broadly, future research should also focus on developing a greater understanding of the psychological and contextual factors which impact on the motivation and opportunity to use the health related information, be it FOP labelling or health and nutrition claims, on food packaging in real world shopping settings. This will facilitate identification of the optimal FOP system and most effective mode of communication.
Simply providing nutritional information in the form of FOP labelling or claims alone does not appear to have had the desired effect of promoting widespread healthier food choices (Vyth et al., 2011; Sacks, Rayner & Swinburn, 2009). Whilst FOP labels and nutrition and health claims have the potential to facilitate healthier choices, even when enhanced in accordance with the recommendations from the studies within this thesis, they can only do so when the motivation and intention to shop more healthily has been established.
In reality, this may only happen when these tools, that is FOP labelling and nutrition and health claims, are routinely and appropriately used in decision-making by consumers (Weil et al., 2005). In real life settings, motivation, personal factors and context (Barker, Lawrence & Robinson, 2012) taste and price (Glanz et al., 1998; Lalor et al., 2011) have a greater impact on choice. Therefore, there is a need for the development of interventions that will support the desired outcome, whereby consumers are motivated to use FOP labels to aid healthier choice decisions when they shop.
It is interesting to note at this point that a significant effect in achieving healthier purchases was observed when an intervention in a hospital cafeteria introduced an overall product level TL labelling scheme. However, in that study, the label introduction was supported by signage at the point of purchase and a dietitian on hand to answer customers’ labelling queries in the first two weeks of the study period. The effect was then further enhanced by a second phase which involved manipulation of the choice architecture at point of sale to place healthier ‘green’
labelled products at eye-level (Thorndike et al., 2012). Clearly, the presence of the FOP labelling scheme was an important factor in the study design, but the intervention was most likely driven by the support the dietitian gave to the consumers and the way in which the environment was manipulated to facilitate the desired behaviour change. This demonstrates that utilising a more comprehensive behaviour change approach, rather than just label provision alone, can be effective in increasing healthier food choices. The concept of environmental manipulation or
‘nudging’ (Marteau et al., 2011) has also been shown to be effective in another recent study where extension of the choice architecture to a wider range of healthier options increased healthier food choices (Aschemann-Witzel et al., 2013).
In other detrimental health behaviour arenas, such as smoking or alcohol consumption, experience has shown that at an individual level, long-term behavioural change is difficult to achieve and often requires intensive interventions
incorporating essential conditions such as capability opportunity and motivation (Michie, van Stralen & West, 2011). In contrast, at a public health level there is some evidence of effective behaviour change resulting from a mass marketing approach (Wakefield, Loken & Hornik, 2010), an example of this being the Australian ‘Sunsmart’ campaign (Dobbinson, Wakefield & Jamsen, 2008). Similarly, some success has been achieved in the area of smoking cessation whereby interventions have combined mass marketing, environmental manipulation supported by the implementation of regulations which ban smoking in public places or the workplace and interventions which have helped to support the behaviour change at an individual level.
The combined findings of the studies contained within this thesis, therefore suggest a need for greater emphasis on research into the development of effective public level mass marketing interventions, possibly supported by complementary environmental manipulations and individual level interventions, to encourage more effective use of FOP labelling and nutrition and health claims by consumers. Indeed, work in this area is already underway with a randomised control trial being performed with UK shoppers to increase the use of TL food labelling in a real store environment (Scarborough et al., 2015). The study aims to explore whether the effect of FOP nutrition labelling can be amplified with the provision of procedural information on how to use TL labelling, and tailored feedback on previous shopping habits to impact on motivation. The intervention is being delivered remotely via the Web and primary outcomes will be based on real shopping data from store card records, pre and post intervention, rather than on intention to purchase or purchases under forced experimental conditions. The development of this type of intervention is an important precursor to the development of any public level mass marketing intervention to enhance healthier food choice.
also greatly inform future research and policy implications relating to enhancing communication of healthier food choice. Furthermore, it proposes the use of the
MSP as a valuable methodology for researchers and regulators to further explore where there is potential for mismatch or misunderstanding between what the regulators hope to achieve in terms of healthier food choice and what consumers themselves may in fact perceive or understand.
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