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已经开始在食品上使用包装正面（FOP）营养标签。目前，英国超市中大约五分之四的食品都贴有FOP标签。已经有许多关于消费者对FOP标签的理解以及在实验环境中使用FOP标签的研究。然而，人们对消费者在现实生活中如何使用FOP标签知之甚少。该项目将调查在现实生活中购物时使用FOP标签的情况，并探索两种干预措施的可行性，以扩大FOP标签的影响——针对消费者购买食品的定制反馈，以及关于FOP标签的互动教育。最近的两项研究中，研究人员在现实生活中的购物情境中跟踪参与者，以调查购买健康食品的促进因素和障碍。这些研究的访谈记录将被重新分析，重点是FOP标签在食品购买决策中的作用。然后将采用创新的数据收集技术进行一项新的定性研究。参与者将被要求佩戴SenseCam——一种可穿戴相机，定期拍摄带有时间戳的第一人称照片。在商店结束后，参与者将接受采访，SenseCam收集的图像将用于帮助回忆商店中每个阶段的食品购买决策。这些访谈将用于衡量FOP标签在食品购买决策中的影响，以及其他竞争影响。参与者还将被要求考虑FOP标签的影响如何在未来的购物体验中被放大，他们的反应将用于两种干预措施的发展。量身定制的反馈干预措施将包括自动提供有关最近购买的产品的FOP标签的信息，以及同一产品范围内具有更健康的FOP标签配置文件的替代品。互动教育干预将包括一个基于网络的计划，教育个人了解FOP标签系统是如何设计和工作的，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随机对照试验，以评估对这两种干预措施进行全面随机对照试验的可行性。来自合作社连锁超市的商店将成为背景。大约400名参与者将从合作社所有持卡人中招募。他们将被随机分为四组：对照组；只提供量身定制的反馈；互动式教育；量身定制的反馈和互动教育。数据收集将在12周内进行。在此期间，参与者使用合作社购物卡购买的所有食品将自动传递给研究人员。在数据收集的前四周，将不进行干预。量身定制的反馈和互动式教育干预将在第5-8周进行。9-12周期间不进行干预。完整随机对照试验的主要结果变量将是5-8周购买的即食食品、披萨、三明治和早餐麦片的平均健康状况减去1-4周购买的类似食品的平均健康状况，以及9-12周和1-4周之间的类似比较。资料收集后，将与参加者及合作社职员进行电话访谈。试验随机对照试验和电话访谈的结果将用于评估招募方法的可行性、按人口分组的招募率、有效提供干预措施、数据收集的可行性以及对辍学率的估计。由于干预措施的自动化性质，如果一个完整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中。

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.