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Pawtucket Heart Health Program point-of-purchase nutrition education program in supermarkets.
M K Hunt1, R C Lefebvre, M L Hixson
1Division of Health Education, Memorial Hospital of Rhode Island, Pawtucket 02860.
American Journal of Public Health
|June 1, 1990
Summary
Point-of-purchase nutrition education in supermarkets improved shopper awareness and encouragement to buy healthier foods. This intervention strategy showed significant increases in label identification and reported purchase behavior changes.
Area of Science:
- Public Health
- Cardiovascular Disease Prevention
- Health Education
Background:
- Community cardiovascular disease prevention programs utilize various intervention strategies.
- Point-of-purchase nutrition education in supermarkets is one such strategy.
- The Pawtucket Heart Health Program implemented this intervention in Rhode Island.
Purpose of the Study:
- To evaluate shopper awareness of shelf labels.
- To assess the effect of these labels on purchase behavior.
- To measure changes in awareness and behavior over time.
Main Methods:
- Consumer intercept interviews were used for evaluation.
- Data collection occurred continuously between 1984 and 1988.
- Awareness and reported purchase behavior were the primary metrics.
Main Results:
- Shopper ability to identify correct nutrition labels increased from 11% to 24%.
- Shoppers reporting encouragement to purchase identified foods rose from 36% to 54%.
- Statistical significance was noted for both increases.
Conclusions:
- Point-of-purchase nutrition education effectively enhances shopper awareness.
- Supermarket nutrition labeling influences consumer purchasing decisions.
- This intervention is a viable strategy for cardiovascular disease prevention programs.