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The Impact of Voluntary Policies on Parents’ Ability to Select Healthy Foods in Supermarkets: A Qualitative Study of Australian Parental Views

Author

Listed:
  • Claire Elizabeth Pulker

    (School of Public Health, Curtin University, Kent Street, GPO Box U1987, Perth 6845, Western Australia, Australia)

  • Denise Chew Ching Li

    (School of Public Health, Curtin University, Kent Street, GPO Box U1987, Perth 6845, Western Australia, Australia)

  • Jane Anne Scott

    (School of Public Health, Curtin University, Kent Street, GPO Box U1987, Perth 6845, Western Australia, Australia)

  • Christina Mary Pollard

    (School of Public Health, Curtin University, Kent Street, GPO Box U1987, Perth 6845, Western Australia, Australia
    East Metropolitan Health Service, Kirkman House, 20 Murray Street, East Perth 6004, Western Australia, Australia)

Abstract

Food packaging is used for marketing purposes, providing consumers with information about product attributes at the point-of-sale and thus influencing food choice. The Australian government focuses on voluntary policies to address inappropriate food marketing, including the Health Star Rating nutrition label. This research explored the way marketing via packaging information influences Australian parents’ ability to select healthy foods for their children, and who parents believe should be responsible for helping them. Five 90-min focus groups were conducted by an experienced facilitator in Perth, Western Australia. Four fathers and 33 mothers of children aged 2–8 years participated. Group discussions were audio-recorded and transcribed verbatim and inductive thematic content analysis conducted using NVivo11. Seven themes were derived: (1) pressure of meeting multiple demands; (2) desire to speed up shopping; (3) feeding them well versus keeping them happy; (4) lack of certainty in packaging information; (5) government is trusted and should take charge; (6) food manufacturers’ health messages are not trusted; (7) supermarkets should assist parents to select healthy foods. Food packaging information appears to be contributing to parents’ uncertainty regarding healthy food choices. Supermarkets could respond to parents’ trust in them by implementing structural policies, providing shopping environments that support and encourage healthy food choices.

Suggested Citation

  • Claire Elizabeth Pulker & Denise Chew Ching Li & Jane Anne Scott & Christina Mary Pollard, 2019. "The Impact of Voluntary Policies on Parents’ Ability to Select Healthy Foods in Supermarkets: A Qualitative Study of Australian Parental Views," IJERPH, MDPI, vol. 16(18), pages 1-23, September.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:18:p:3377-:d:266646
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    References listed on IDEAS

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    1. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
    2. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. "Constructive Consumer Choice Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 187-217, December.
    3. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    4. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
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    Cited by:

    1. Jennifer Tartaglia & Michelle McIntosh & Jonine Jancey & Jane Scott & Andrea Begley, 2021. "Exploring Feeding Practices and Food Literacy in Parents with Young Children from Disadvantaged Areas," IJERPH, MDPI, vol. 18(4), pages 1-18, February.

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