Does calorie labelling need the green light?

Does calorie labelling need the green light? Using eye-tracking within a discrete choice experiment

The purpose of this project is to analyse how consumers react to traffic light colour coding (TLCC) information regarding fat, saturated fat, sugar, salt and calories, as well as price, when purchasing a sandwich. The main research question will specifically look at the impact of colour coding calories (the current policy recommendation is for calories not to be colour coded) on consumer’s choices. In order to better understand our results, we will also be analysing aspects consumers focus on when looking at TLLC label nutrition information as well as the role price plays on their choices. Potential behavioural differences associated with socio-economic characteristics will be taken into account.

This project is being conducted in collaboration with the Rowett Institution of Nutrition and Health.

HERU researchers involved in this research project: Patricia Norwood, Nicolas Krucien, Mandy Ryan and Anne Ludbrook

Presentations

Norwood, P., Krucien, N., Ryan, M. and Ludbrook, A. (2014) 'Does calorie labelling need the green light? Findings from an eye tracking experiment', [poster] Annual Scottish Faculty of Public Health Conference - Health in a Changing Scotland: the Ball's in Our Court, Aviemore, 6 November 2014.

Norwood, P. (2015) 'Does calorie labelling need the green light? Findings from an eye tracking experiment', PechaKucha Aberdeen (public engagement), Belmont Filmhouse, Aberdeen, 26 May 2015.

Norwood, P. and Krucien, N. (2015) 'Come and be part of an eye-tracking experiment', Explorathon 2015 (public engagement), Satrosphere Science Centre, Aberdeen, 25 September 2015.