Consumer Behavior, Consumer Preference
Conditions
Brief summary
This study will test the independent and combined effects of front-of-package claims, imagery, nutrition disclosures, and added sugar warning labels on parents' purchases and perceptions of beverages for their children.
Detailed description
Fruit drinks are widely consumed by 0-5-year-olds. Parents purchase these drinks for their children in part due to misperceptions that they are healthful, which may be driven by front-of-package (FOP) marketing. The FDA is considering changes to FOP marketing regulations but lacks data on how label elements influence consumer behavior. Our study will test the independent and combined effects of FOP claims, imagery, nutrition disclosures, and added sugar warning labels on parents' purchases and perceptions of beverages for their children. We will conduct an online randomized controlled trial with 5,000 racially/ethnically diverse primary caregivers of children aged 0-5 years. Participants will choose a beverage for their child in an online store and rate health perceptions of different fruit drinks. Participants will be randomized to see high-added-sugar beverages (\>20% DV added sugar/serving) with 1 of 7 FOP label conditions: 1) vitamin C claim and fruit imagery (control); 2) imagery only; 3) claim only; 4) no claim or imagery; 5) claim, imagery, and % juice disclosure; 6) claim, imagery, and added sugar warning; or 7) claim, imagery, and added sugar warning w/teaspoons of added sugar. Primary outcomes will include total calories and added sugar (grams) from chosen online store beverages. Secondary outcomes will include health perceptions and knowledge of added sugar and % juice content in low- and high-added-sugar fruit drinks. This research will inform federal regulation to correct health misperceptions of sugary drinks.
Interventions
BEHAVIORALfront-of-package modification
testing front-of-package changes to claims, imagery, disclosures, and added sugar warning labels on fruit-flavored drinks
Sponsors
Robert Wood Johnson Foundation
Harvard School of Public Health (HSPH)
Study design
Allocation
RANDOMIZED
Intervention model
PARALLEL
Primary purpose
PREVENTION
Masking
SINGLE (Subject)
Eligibility
Sex/Gender
ALL
Age
18 Years to No maximum
Healthy volunteers
Yes
Inclusion criteria
* Primary caregiver of a child 0-5 years old * \>= 18 years old * U.S. citizen
Exclusion criteria
* Participants who complete the survey in less than 1/3 of the median completion time * Observations from duplicate IP addresses (keep first observation that is unique) * Participants who answer data integrity check incorrectly
Design outcomes
Primary
| Measure | Time frame | Description |
|---|---|---|
| Calories in beverage chosen in online store task | through study completion, an average of 15 minutes | Calories in beverage chosen in online store task |
| Added sugar content (grams) of beverage chosen in online store task | through study completion, an average of 15 minutes | Added sugar content (grams) of beverage chosen in online store task |
Secondary
| Measure | Time frame | Description |
|---|---|---|
| Percentage of participants that chose a drink high in added sugars in online store task | through study completion, an average of 15 minutes | Percentage of participants that chose a drink high in added sugars (\>=20%DV) in online store task |
| Percentage of participants that chose each drink category in online store task | through study completion, an average of 15 minutes | Percentage of participants that chose each drink category (e.g., 100% juice, fruit drinks) in online store task |
| Fruit drink perceptions: likelihood to purchase for child, how healthy for child, how appealing to child, disease risk perceptions for child | through study completion, an average of 15 minutes | Fruit drink perceptions: likelihood to purchase for child, how healthy for child, how appealing to child, disease risk perceptions for child |
| Knowledge of juice and added sugar content in beverage | through study completion, an average of 15 minutes | Knowledge of % juice and added sugar content (categorical and continuous in grams) in beverage |
Countries
United States
Outcome results
None listed