Let's talk about health: shoppers' discourse regarding health while food shopping

M O'Brien, Aine McConnon, L.E. Hollywood, G Cuskelly, Julie Barnett, M. Raats, M Dean

Research output: Contribution to journalArticle

11 Citations (Scopus)

Abstract

Objective
The present study aimed to examine the role of health in consumers’ food purchasing decisions through investigating the nature of people’s discourse regarding health while conducting their food shopping.

Design
The study employed the think-aloud technique as part of an accompanied shop. All mentions of health and terms relating to health were identified from the data set. Inductive thematic analysis was conducted to examine how health was talked about in relation to people’s food choice decisions.

Setting
Supermarkets in Dublin, Republic of Ireland and Belfast, Northern Ireland.

Subjects
Participants (n 50) were aged over 18 years and represented the main household shopper.

Results
Responsibility for others and the perceived need to illicit strict control to avoid ‘unhealthy’ food selections played a dominant role in how health was talked about during the accompanied shop. Consequently healthy shopping was viewed as difficult and effort was required to make the healthy choice, with shoppers relating to product-based inferences to support their decisions.

Conclusions
This qualitative exploration has provided evidence of a number of factors influencing the consideration of health during consumers’ food shopping. These results highlight opportunities for stakeholders such as public health bodies and the food industry to explore further ways to help enable consumers make healthy food choices.
LanguageEnglish
Pages1001 - 1010
Number of pages10
JournalPublic Health Nutrition
Volume18
Issue number6
Early online date3 Jun 2014
DOIs
Publication statusPublished - Apr 2015

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Food
Health
Food Preferences
Northern Ireland
Food Industry
Ireland
Public Health

Cite this

O'Brien, M ; McConnon, Aine ; Hollywood, L.E. ; Cuskelly, G ; Barnett, Julie ; Raats, M. ; Dean, M. / Let's talk about health: shoppers' discourse regarding health while food shopping. In: Public Health Nutrition. 2015 ; Vol. 18, No. 6. pp. 1001 - 1010.
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O'Brien, M, McConnon, A, Hollywood, LE, Cuskelly, G, Barnett, J, Raats, M & Dean, M 2015, 'Let's talk about health: shoppers' discourse regarding health while food shopping', Public Health Nutrition, vol. 18, no. 6, pp. 1001 - 1010. https://doi.org/10.1017/S1368980014001116

Let's talk about health: shoppers' discourse regarding health while food shopping. / O'Brien, M; McConnon, Aine; Hollywood, L.E.; Cuskelly, G; Barnett, Julie; Raats, M.; Dean, M.

In: Public Health Nutrition, Vol. 18, No. 6, 04.2015, p. 1001 - 1010.

Research output: Contribution to journalArticle

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AU - Dean, M

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N2 - ObjectiveThe present study aimed to examine the role of health in consumers’ food purchasing decisions through investigating the nature of people’s discourse regarding health while conducting their food shopping.DesignThe study employed the think-aloud technique as part of an accompanied shop. All mentions of health and terms relating to health were identified from the data set. Inductive thematic analysis was conducted to examine how health was talked about in relation to people’s food choice decisions.SettingSupermarkets in Dublin, Republic of Ireland and Belfast, Northern Ireland.SubjectsParticipants (n 50) were aged over 18 years and represented the main household shopper.ResultsResponsibility for others and the perceived need to illicit strict control to avoid ‘unhealthy’ food selections played a dominant role in how health was talked about during the accompanied shop. Consequently healthy shopping was viewed as difficult and effort was required to make the healthy choice, with shoppers relating to product-based inferences to support their decisions.ConclusionsThis qualitative exploration has provided evidence of a number of factors influencing the consideration of health during consumers’ food shopping. These results highlight opportunities for stakeholders such as public health bodies and the food industry to explore further ways to help enable consumers make healthy food choices.

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