Consumer Knowledge and Attitudes Toward Nutritional Labels

ObjectiveTo determine Mauritian consumers' attitudes toward nutritional labels based on the Kano model and to identify determinants of the use and understanding of nutrition labels.DesignThe researchers also used a Kano model questionnaire to determine consumers' attitudes toward nutrition labeling.SettingFour hundred consumers residing in Mauritius.ParticipantsInformation was elicited via a questionnaire that assessed nutritional knowledge and information about the use and understanding of nutritional labels and demographic factors.Main Outcome MeasuresNutritional label use and understanding, nutrition knowledge, and association of demographic factors with label use.AnalysisStatistical tests performed included 1-way ANOVA and independent samples t tests.ResultsStatistically significant relationships (P < .05) were found for nutritional knowledge and nutritional label usage with demographic factors. All demographic factors with the exception of gender were significantly associated (P < .05) with nutritional label understanding. Based on the outcome of the Kano survey, calorie content, trans fat content, protein content, and cholesterol content were found to be must-be attributes: that is, attributes that, when not present, result in consumer dissatisfaction.Conclusions and ImplicationsAge, education, income, household size, and nutrition knowledge had an impact on nutritional label use. Health promoters should aim to increase the use of nutritional labels.