商业配方奶粉标签对英国母亲养选择的感知影响:一种定性研究
Rana Conway1, Isabel Ritchie2, Sara Esser2
1Research Department of Behavioural Science and Health, University College London, London, UK r.conway@ucl.ac.uk.
Archives of disease in childhood
|August 4, 2023
概括
由于标签和营销混,母亲们很难选择商业配方奶粉 (CMF). 他们希望从医疗保健专业人员 (HCP) 获得更清晰的信息和指导,以便做出明智的养决定.
科学领域:
- 营养科学 营养科学
- 消费者行为 消费者行为
- 公共卫生政策 公共卫生政策
背景情况:
- 商业配方奶粉 (CMF) 是一个常见的婴儿养选择.
- 母亲依靠产品标签和营销来做出养决定.
- 了解母亲对CMF标签的解释对于明智的选择至关重要.
研究的目的:
- 调查母亲如何使用CMF标签来选择养.
- 探索母亲对CMF产品之间的差异的理解.
- 确定影响CMF选择的因素.
主要方法:
- 定性研究设计. 定性研究设计.
- 在线与母亲进行半结构面试.
- 包括产品映射练习和主题分析.
主要成果:
- 母亲受到品牌认可和广告的影响.
- 包装上的信息往往无法澄清产品差异,导致焦虑.
- 母亲希望从医疗保健专业人员 (HCP) 获得指导.
- 与科学,自然和母乳相似性相关的营销宣称具有吸引力.
- 有关CMF专用产品存在混.
结论:
- 英国 (GB) 目前的CMF立法需要更新,以限制误导性广告.
- 包装上的信息应该更清晰,并且不太暗示母乳的相似性.
- 需要更多的医疗保健人员的投入来支持母亲的CMF选择.
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