Consumers' Views Regarding Health Claims on Food Packages. Contextual Analysis by Means of Computer Support

Abstract

Several studies have shown consumers to generally have only a limited understanding of the nutritional information on packaged-food labels. This suggests it is difficult for them to select properly between different foods on the basis of such information. As a basis for information on the requirements of groups of consumers, the present study aimed at investigating how, when presented with health claims and other nutritional information on the labels of food products, consumers' thinking about foods is affected by various background factors as well as by various types of food-related experiences. Semi-structured interviews of 30 consumers in Sweden—men and women aged 25 to 64, with and without food-related health problems—were carried out. The interviews were tape-recorded and were transcribed word-for-word. In the analysis of the interview data, the qualitative methodology of contextual analysis was utilised. For the purpose of method development, the computer programme Atlas.ti was used to support the analysis. The objective of this article is to show step by step how the analysis was carried out. In connection with the analysis, some results are presented. However, the focus in the article is on methodology. The conclusion drawn is that Atlas.ti has qualities that can facilitate the contextual analysis of the interview data. URN: urn:nbn:de:0114-fqs0201109