Consumers' health-related perceptions of bread - Implications for labeling and health communication.

摘要: Abstract There is a wide variety of commercial bread types and the present study identifies potential pitfalls in consumer evaluations from health perspective. The aim to describe consumers’ health-related perceptions by exploring which quality attributes consumers associate with whether there are differences regard age, gender education level. A postal web-based sequential mixed-mode survey (n = 1134, 62% responded online 38% paper) open-ended questions an elicitation task pictures breads were used. Responses content analyzed inductively categorized. Three fourths (n = 844) knew they considered healthy; these most commonly described using terms such as “coarse,” “whole grain,” “fiber rich,” “sourdough,” “crisp,” “less sugar,” “dark,” “rye,” “seeds,” “a brand,” “homemade” “kernels.” perceived healthy mainly because “contain fiber,” “good for stomach,” have good “satiation” beneficial “glycemic properties.” frequency several elicited effects differed function age group (18–44 vs. 45–80 years), level (up secondary university). Difficulties identifying barrier consumption especially among lower Several important cannot be communicated on food packages must therefore use their own cues identify properties. This may lead being misled if labeled e.g., sourdough or rye bread, despite low content.