Energy Labelling for Alcohol Drinks in New Zealand: Consumers Perceptions and Impacts on Purchase Behaviour
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|ClinicalTrials.gov Identifier: NCT03553043|
Recruitment Status : Completed
First Posted : June 12, 2018
Last Update Posted : October 17, 2018
|Condition or disease||Intervention/treatment||Phase|
|Consumption, Alcohol Drinking, Alcohol||Behavioral: Intervention Behavioral: Control||Phase 3|
Rationale: In 2016/2017, one in five (19.5%) New Zealand adults (≥15 years and older) had an alcohol drinking pattern that carriers a risk of harming the drinker or another, and one in three (32.9%) young adults aged 18 to 24 years are hazardous drinkers. To reduce alcohol-related harm and help New Zealanders make positive decisions about their alcohol use, strategies are needed that not only inform them about health risks but also alter the environment they find themselves in on a daily basis. Unlike most packaged food products, alcoholic beverages are not required to present a statement of the composition of the product, such as amount of alcohol, energy or the nutrient content. It has been suggested that in the absence of this information, consumers of alcohol have no idea how much energy, alcohol or kilojoules they are consuming. Research indicates that nutrition labelling of food and non-alcoholic beverage products does impact consumer perceptions and product evaluations. A recent poll by Stuff showed that 83% of 3,300 New Zealanders indicated that they want to know what they are consuming and supported placement of ingredients and nutritional information on alcohol products.
Objectives: To provide insight into consumers' awareness of energy in alcoholic beverages, and in their views on energy labelling of alcoholic beverages. The project also aims to explore the effects of different types of energy labelling on consumers alcohol purchase behaviour.
Design: Two-staged qualitative and quantitative study.
- Qualitative stage: Focus groups.
- Quantitative stage: Four-arm randomised controlled trial. This qualitative stage aims to test the effects of three different types of alcohol energy labels on alcoholic beverages on (online) purchase behaviour, compared to a control (no label) condition, using an 'online shopping cart'.
Sample size: Qualitative stage: n=36 (six focus groups with six people per group); Quantitative stage: n=600 (n=150 participants per experimental condition).
|Study Type :||Interventional (Clinical Trial)|
|Actual Enrollment :||615 participants|
|Intervention Model:||Parallel Assignment|
|Masking:||None (Open Label)|
|Masking Description:||Due to the nature of the intervention, it will not be possible ot blind participants or research staff to the different conditions.|
|Primary Purpose:||Health Services Research|
|Official Title:||Energy Labelling for Alcohol Drinks in New Zealand: Consumers Perceptions and Impacts on Purchase Behaviour|
|Actual Study Start Date :||May 14, 2018|
|Actual Primary Completion Date :||September 23, 2018|
|Actual Study Completion Date :||September 23, 2018|
Experimental: Energy Label 1
Alcoholic beverage displayed with Energy label 1
Energy label condition.
Experimental: Energy Label 2
Alcoholic beverage displayed with Energy Label 2
Energy label condition.
Experimental: Energy Label 3
Alcoholic beverage displayed with Energy Label 3
Energy label condition.
Placebo Comparator: Unlabelled
Alcohol beverage displayed unlabelled.
- Consumer online purchasing behaviour [ Time Frame: Measured immediately after randomization ]Consumer online purchasing behaviour assessed on an 11-point Juster scale (where 1 = no chance/almost no chance and 11 = certain/practically certain
- Purchase behaviour [ Time Frame: Measured immediately after randomization ]Number of alcoholic beverage(s) bought in the online shopping cart
- Perceived and estimated energy content of displayed product [ Time Frame: Measured at randomization ]Assessed using a seven-point scale ranging from "very low" to "very high" and the estimated energy content of the product
- Perceived confidence in estimating energy content of displayed product [ Time Frame: Measured immediately after randomization ]assessed using a seven-point scale ranging from "not confident at all" to "very confident"
- Intention to consume displayed product [ Time Frame: Measured immediately after randomization ]Assessed using a seven-point scale ranging from "would decrease consumption level" to "would increase consumption level"
- Attitudes towards displayed product [ Time Frame: Measured immediately after randomization ]On a seven-point rating scale participants will be asked whether they believe the displayed alcoholic product was expensive/cheap, unattractive/attractive, low quality/high quality, unhealthy/healthy, and taste bad/good.
- Support for displayed label [ Time Frame: Measured at randomization ]On a seven-point rating scale participants will be asked whether they would support the implementation of the displayed label
- Attitudes towards alcohol [ Time Frame: Measured immediately after randomization ]Assessed using the Scale for Measurement of Attitudes Towards Alcohol, a tool used to i) assess people's risk profile regarding the use of alcohol and ii) identify the factors that contribute to determining their attitudes
To learn more about this study, you or your doctor may contact the study research staff using the contact information provided by the sponsor.
Please refer to this study by its ClinicalTrials.gov identifier (NCT number): NCT03553043
|National Institute for Health Innovation, University of Auckland|
|Auckland, New Zealand|
|Principal Investigator:||Natalie Walker, PhD||University of Auckland, New Zealand|