Energy Labelling for Alcohol Drinks in New Zealand: Consumers Perceptions and Impacts on Purchase Behaviour

Study Results

Results pending

The study team has not published outcome measurements, participant flow, or safety data for this trial yet. Check back later for updates.

Basic Information

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Recruitment Status

COMPLETED

Clinical Phase

NA

Total Enrollment

615 participants

Study Classification

INTERVENTIONAL

Study Start Date

2018-05-14

Study Completion Date

2018-09-23

Brief Summary

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A two-stage qualitative and quantitative study to provide insight into consumers' awareness of energy in alcoholic beverages, and how energy labelling effects consumer behaviour.

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Detailed Description

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Rationale: In 2016/2017, one in five (19.5%) New Zealand adults (≥15 years and older) had an alcohol drinking pattern that carriers a risk of harming the drinker or another, and one in three (32.9%) young adults aged 18 to 24 years are hazardous drinkers. To reduce alcohol-related harm and help New Zealanders make positive decisions about their alcohol use, strategies are needed that not only inform them about health risks but also alter the environment they find themselves in on a daily basis. Unlike most packaged food products, alcoholic beverages are not required to present a statement of the composition of the product, such as amount of alcohol, energy or the nutrient content. It has been suggested that in the absence of this information, consumers of alcohol have no idea how much energy, alcohol or kilojoules they are consuming. Research indicates that nutrition labelling of food and non-alcoholic beverage products does impact consumer perceptions and product evaluations. A recent poll by Stuff showed that 83% of 3,300 New Zealanders indicated that they want to know what they are consuming and supported placement of ingredients and nutritional information on alcohol products.

Objectives: To provide insight into consumers' awareness of energy in alcoholic beverages, and in their views on energy labelling of alcoholic beverages. The project also aims to explore the effects of different types of energy labelling on consumers alcohol purchase behaviour.

Design: Two-staged qualitative and quantitative study.

* Qualitative stage: Focus groups.
* Quantitative stage: Four-arm randomised controlled trial. This qualitative stage aims to test the effects of three different types of alcohol energy labels on alcoholic beverages on (online) purchase behaviour, compared to a control (no label) condition, using an 'online shopping cart'.

Recruitment: Panel.

Sample size: Qualitative stage: n=36 (six focus groups with six people per group); Quantitative stage: n=600 (n=150 participants per experimental condition).

Conditions

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Consumption, Alcohol Drinking, Alcohol

Study Design

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Allocation Method

RANDOMIZED

Intervention Model

PARALLEL

Participants were randomly assigned (1:1:1:1 ratio, stratified by ethnicity and alcohol use) by computer to view on-line one of four label conditions.

Primary Study Purpose

HEALTH_SERVICES_RESEARCH

Blinding Strategy

NONE

Due to the nature of the intervention, it will not be possible to blind participants or research staff to the different conditions.

Study Groups

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Energy Label 1

Alcoholic beverage displayed with Energy label 1

Group Type EXPERIMENTAL

Intervention

Intervention Type BEHAVIORAL

Energy label condition.

Energy Label 2

Alcoholic beverage displayed with Energy Label 2

Group Type EXPERIMENTAL

Intervention

Intervention Type BEHAVIORAL

Energy label condition.

Energy Label 3

Alcoholic beverage displayed with Energy Label 3

Group Type EXPERIMENTAL

Intervention

Intervention Type BEHAVIORAL

Energy label condition.

Unlabelled

Alcohol beverage displayed unlabelled.

Group Type PLACEBO_COMPARATOR

Control

Intervention Type BEHAVIORAL

No label

Interventions

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Intervention

Energy label condition.

Intervention Type BEHAVIORAL

Control

No label

Intervention Type BEHAVIORAL

Eligibility Criteria

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Inclusion Criteria

* are ≥18 years of age;
* having purchased and consumed at least one alcoholic beverage in the past month;
* be able to read English;
* reside in New Zealand;
* be a member of the online panel of "Research Now Survey Sampling International".