FLICC (Front of pack food Labelling: Impact on Consumer Choice)

自2006年以来，英国的零售商和制造商开始在食品上使用包装前(FOP)营养标签。目前，英国超市大约五分之四的食品都有FOP标签。已经有许多关于消费者对FOP标签的理解以及FOP标签在实验环境中的使用的研究。然而，人们对消费者如何在现实生活中购物时使用FOP标签知之甚少。这个项目将调查FOP标签在现实生活中的购物情况，并探索两种干预措施的可行性，旨在扩大FOP标签的影响-向消费者提供关于食品购买的量身定做的反馈，以及关于FOP标签的互动教育。最近的两项研究涉及参与者在现实生活中购物时被研究人员跟踪，以调查购买健康食品的促进者和障碍。将对这些研究的访谈记录进行重新分析，重点放在FOP标签在食品购买决策中的作用。然后，将使用创新的数据收集技术进行新的定性研究。参与者将被要求佩戴SenseCam，这是一种可穿戴相机，可以定期拍摄带有时间戳的第一人称照片。购物结束后，参与者将接受采访，SenseCam收集的图像将用于帮助回忆商店每个阶段的食品购买决定。这些访谈将被用来衡量FOP标签在食品购买决策中的影响，以及其他相互竞争的影响。参与者还将被要求考虑如何在未来的购物体验中放大FOP标签的影响，他们的反应将反馈到两种干预措施的发展中。量身定制的反馈干预将包括自动传递有关最近购买的产品的FOP标签的信息，这些产品具有来自相同产品范围内的替代产品，具有更健康的FOP标签配置文件。互动教育干预将包括一个基于网络的计划，教育个人FOP标签系统是如何设计和运作的，消费者应该在不同的食品系列中寻找什么，以及可能出现在不同食品系列中的FOP标签的范围。然后将进行一项试点RCT，评估对这两种干预措施进行全面RCT的可行性。来自合作超市连锁店的商店将是背景。将从所有合作社门店持卡人中招募约400名参与者。他们将被随机分成四组：控制组；仅量身定制的反馈；仅互动的教育；定制的反馈和互动的教育。数据收集将在12周内进行。在此期间，参与者使用合作商店卡购买的所有食品都将自动传递给研究人员。在数据收集的前四周，不会进行任何干预。量身定制的反馈和互动教育干预将在5-8周内进行。在第9-12周期间不会进行任何干预。完整随机对照试验的主要结果变量将是在5-8周购买的即食餐、披萨、三明治和早餐麦片的平均健康程度减去在1-4周购买的类似食物的平均健康程度，以及9-12周和1-4周的类似比较。收集数据后，将与参与者和合作社工作人员进行电话访问。试点随机对照研究和电话访谈的结果将被用来评估招募方法的可行性、人口分组的招聘率、干预措施的有效实施、数据收集的可行性和辍学率的估计。由于干预措施的自动化性质，如果全面的随机对照试验证明有效，这两种干预措施都可以推广到更广泛的超市购物者群体。

Since 2006, retailers and manufacturers in the UK have begun using front of pack (FOP) nutrition labelling on foods. Presently, around four fifths of foods in UK supermarkets carry FOP labelling. There have been many studies of consumer understanding of FOP labelling, and of use of FOP labelling in experimental settings. However, little is known about how consumers use FOP labelling in real-life shopping situations. This project will investigate the use of FOP labelling during real-life shopping situations, and explore the feasibility of a trial of two interventions aimed at amplifying the impact of FOP labelling - tailored feedback to consumers on food purchases, and interactive education about FOP labelling. Two recent studies involved participants being tailed by researchers during real-life shopping situations, in order to investigate facilitators and barriers to buying healthy foods. Transcripts of the interviews from these studies will be re-analysed with a focus on the role of FOP labelling in food purchasing decisions. A new qualitative study will then be conducted with innovative data collection techniques. Participants will be asked to wear SenseCam - a wearable camera that takes time-stamped first-person photos at regular intervals. After the shop, the participants will be interviewed, and images collected by SenseCam will be used to aid recall of the food purchase decisions at each stage in the shop. These interviews will be used to gauge the influence of FOP labelling in food purchase decisions, in relation to other competing influences. Participants will also be asked to consider how the influence of FOP labelling might be amplified in future shopping experiences, and their responses will feed into the development of two interventions. The tailored feedback intervention will consist of automatic delivery of information about the FOP labels of recently purchased products with alternatives from within the same product range with a more healthy FOP label profile. The interactive education intervention will consist of a web-based programme that educates individuals about how FOP labelling systems are designed and work, what consumers should look for in different food product ranges, and the range of FOP labels that are likely to appear in different food product ranges.A pilot RCT will then be conducted, which will assess the feasibility of conducting a full RCT of these two interventions. Stores from the Co-operative supermarket chain will be the setting. Approximately 400 participants will be recruited from all Co-operative store card holders. They will be randomised into four arms: control; tailored feedback only; interactive education only; tailored feedback and interactive education. Data collection will take place over 12 weeks. During this time, all food purchases made by participants using their Co-operative store cards will automatically be relayed to the researchers. For the first four weeks of data collection, no intervention will take place. Both tailored feedback and the interactive education intervention will take place during weeks 5-8. No intervention will take place during weeks 9-12. The primary outcome variables for the full RCT will be average healthiness of ready meals, pizzas, sandwiches and breakfast cereals purchased in weeks 5-8 minus average healthiness of similar foods purchased in weeks 1-4, and similar comparison between weeks 9-12 and weeks 1-4. Telephone interviews with participants and Co-operative staff will be conducted after data collection. The results of the pilot RCT and the telephone interviews will be used to assess feasibility of recruitment method, recruitment rates by demographic subgroups, effective delivery of intervention, feasibility of data collection, and estimates of drop-out rates. Because of the automated nature of the interventions, both could be rolled out to a wider population of supermarket shoppers if a full RCT demonstrates effectiveness.