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Energy Labelling for Alcohol Drinks in New Zealand: Consumers Perceptions and Impacts on Purchase Behaviour

Primary Purpose

Consumption, Alcohol, Drinking, Alcohol

Status
Completed
Phase
Not Applicable
Locations
New Zealand
Study Type
Interventional
Intervention
Intervention
Control
Sponsored by
University of Auckland, New Zealand
About
Eligibility
Locations
Arms
Outcomes
Full info

About this trial

This is an interventional health services research trial for Consumption, Alcohol focused on measuring consumer behaviour, alcohol labelling, energy labelling

Eligibility Criteria

18 Years - undefined (Adult, Older Adult)All SexesAccepts Healthy Volunteers

Inclusion Criteria:

  • are ≥18 years of age;
  • having purchased and consumed at least one alcoholic beverage in the past month;
  • be able to read English;
  • reside in New Zealand;
  • be a member of the online panel of "Research Now Survey Sampling International".

Exclusion Criteria:

  • Participants not meeting the eligibility criteria will be excluded.

Sites / Locations

  • National Institute for Health Innovation, University of Auckland

Arms of the Study

Arm 1

Arm 2

Arm 3

Arm 4

Arm Type

Experimental

Experimental

Experimental

Placebo Comparator

Arm Label

Energy Label 1

Energy Label 2

Energy Label 3

Unlabelled

Arm Description

Alcoholic beverage displayed with Energy label 1

Alcoholic beverage displayed with Energy Label 2

Alcoholic beverage displayed with Energy Label 3

Alcohol beverage displayed unlabelled.

Outcomes

Primary Outcome Measures

Consumer online purchasing behaviour
Consumer online purchasing behaviour assessed on an 11-point Juster scale (where 1 = no chance/almost no chance and 11 = certain/practically certain

Secondary Outcome Measures

Purchase behaviour
Number of alcoholic beverage(s) bought in the online shopping cart
Perceived and estimated energy content of displayed product
Assessed using a seven-point scale ranging from "very low" to "very high" and the estimated energy content of the product
Perceived confidence in estimating energy content of displayed product
assessed using a seven-point scale ranging from "not confident at all" to "very confident"
Intention to consume displayed product
Assessed using a seven-point scale ranging from "would decrease consumption level" to "would increase consumption level"
Attitudes towards displayed product
On a seven-point rating scale participants will be asked whether they believe the displayed alcoholic product was expensive/cheap, unattractive/attractive, low quality/high quality, unhealthy/healthy, and taste bad/good.
Support for displayed label
On a seven-point rating scale participants will be asked whether they would support the implementation of the displayed label
Attitudes towards alcohol
Assessed using the Scale for Measurement of Attitudes Towards Alcohol, a tool used to i) assess people's risk profile regarding the use of alcohol and ii) identify the factors that contribute to determining their attitudes

Full Information

First Posted
May 20, 2018
Last Updated
August 17, 2021
Sponsor
University of Auckland, New Zealand
Collaborators
Te Hiringa Hauora/Health Promotion Agency
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1. Study Identification

Unique Protocol Identification Number
NCT03553043
Brief Title
Energy Labelling for Alcohol Drinks in New Zealand: Consumers Perceptions and Impacts on Purchase Behaviour
Official Title
Energy Labelling for Alcohol Drinks in New Zealand: Consumers Perceptions and Impacts on Purchase Behaviour
Study Type
Interventional

2. Study Status

Record Verification Date
August 2021
Overall Recruitment Status
Completed
Study Start Date
May 14, 2018 (Actual)
Primary Completion Date
September 23, 2018 (Actual)
Study Completion Date
September 23, 2018 (Actual)

3. Sponsor/Collaborators

Responsible Party, by Official Title
Principal Investigator
Name of the Sponsor
University of Auckland, New Zealand
Collaborators
Te Hiringa Hauora/Health Promotion Agency

4. Oversight

Studies a U.S. FDA-regulated Drug Product
No
Studies a U.S. FDA-regulated Device Product
No

5. Study Description

Brief Summary
A two-stage qualitative and quantitative study to provide insight into consumers' awareness of energy in alcoholic beverages, and how energy labelling effects consumer behaviour.
Detailed Description
Rationale: In 2016/2017, one in five (19.5%) New Zealand adults (≥15 years and older) had an alcohol drinking pattern that carriers a risk of harming the drinker or another, and one in three (32.9%) young adults aged 18 to 24 years are hazardous drinkers. To reduce alcohol-related harm and help New Zealanders make positive decisions about their alcohol use, strategies are needed that not only inform them about health risks but also alter the environment they find themselves in on a daily basis. Unlike most packaged food products, alcoholic beverages are not required to present a statement of the composition of the product, such as amount of alcohol, energy or the nutrient content. It has been suggested that in the absence of this information, consumers of alcohol have no idea how much energy, alcohol or kilojoules they are consuming. Research indicates that nutrition labelling of food and non-alcoholic beverage products does impact consumer perceptions and product evaluations. A recent poll by Stuff showed that 83% of 3,300 New Zealanders indicated that they want to know what they are consuming and supported placement of ingredients and nutritional information on alcohol products. Objectives: To provide insight into consumers' awareness of energy in alcoholic beverages, and in their views on energy labelling of alcoholic beverages. The project also aims to explore the effects of different types of energy labelling on consumers alcohol purchase behaviour. Design: Two-staged qualitative and quantitative study. Qualitative stage: Focus groups. Quantitative stage: Four-arm randomised controlled trial. This qualitative stage aims to test the effects of three different types of alcohol energy labels on alcoholic beverages on (online) purchase behaviour, compared to a control (no label) condition, using an 'online shopping cart'. Recruitment: Panel. Sample size: Qualitative stage: n=36 (six focus groups with six people per group); Quantitative stage: n=600 (n=150 participants per experimental condition).

6. Conditions and Keywords

Primary Disease or Condition Being Studied in the Trial, or the Focus of the Study
Consumption, Alcohol, Drinking, Alcohol
Keywords
consumer behaviour, alcohol labelling, energy labelling

7. Study Design

Primary Purpose
Health Services Research
Study Phase
Not Applicable
Interventional Study Model
Parallel Assignment
Model Description
Participants were randomly assigned (1:1:1:1 ratio, stratified by ethnicity and alcohol use) by computer to view on-line one of four label conditions.
Masking
None (Open Label)
Masking Description
Due to the nature of the intervention, it will not be possible to blind participants or research staff to the different conditions.
Allocation
Randomized
Enrollment
615 (Actual)

8. Arms, Groups, and Interventions

Arm Title
Energy Label 1
Arm Type
Experimental
Arm Description
Alcoholic beverage displayed with Energy label 1
Arm Title
Energy Label 2
Arm Type
Experimental
Arm Description
Alcoholic beverage displayed with Energy Label 2
Arm Title
Energy Label 3
Arm Type
Experimental
Arm Description
Alcoholic beverage displayed with Energy Label 3
Arm Title
Unlabelled
Arm Type
Placebo Comparator
Arm Description
Alcohol beverage displayed unlabelled.
Intervention Type
Behavioral
Intervention Name(s)
Intervention
Intervention Description
Energy label condition.
Intervention Type
Behavioral
Intervention Name(s)
Control
Intervention Description
No label
Primary Outcome Measure Information:
Title
Consumer online purchasing behaviour
Description
Consumer online purchasing behaviour assessed on an 11-point Juster scale (where 1 = no chance/almost no chance and 11 = certain/practically certain
Time Frame
Measured immediately after randomization
Secondary Outcome Measure Information:
Title
Purchase behaviour
Description
Number of alcoholic beverage(s) bought in the online shopping cart
Time Frame
Measured immediately after randomization
Title
Perceived and estimated energy content of displayed product
Description
Assessed using a seven-point scale ranging from "very low" to "very high" and the estimated energy content of the product
Time Frame
Measured at randomization
Title
Perceived confidence in estimating energy content of displayed product
Description
assessed using a seven-point scale ranging from "not confident at all" to "very confident"
Time Frame
Measured immediately after randomization
Title
Intention to consume displayed product
Description
Assessed using a seven-point scale ranging from "would decrease consumption level" to "would increase consumption level"
Time Frame
Measured immediately after randomization
Title
Attitudes towards displayed product
Description
On a seven-point rating scale participants will be asked whether they believe the displayed alcoholic product was expensive/cheap, unattractive/attractive, low quality/high quality, unhealthy/healthy, and taste bad/good.
Time Frame
Measured immediately after randomization
Title
Support for displayed label
Description
On a seven-point rating scale participants will be asked whether they would support the implementation of the displayed label
Time Frame
Measured at randomization
Title
Attitudes towards alcohol
Description
Assessed using the Scale for Measurement of Attitudes Towards Alcohol, a tool used to i) assess people's risk profile regarding the use of alcohol and ii) identify the factors that contribute to determining their attitudes
Time Frame
Measured immediately after randomization

10. Eligibility

Sex
All
Minimum Age & Unit of Time
18 Years
Accepts Healthy Volunteers
Accepts Healthy Volunteers
Eligibility Criteria
Inclusion Criteria: are ≥18 years of age; having purchased and consumed at least one alcoholic beverage in the past month; be able to read English; reside in New Zealand; be a member of the online panel of "Research Now Survey Sampling International". Exclusion Criteria: Participants not meeting the eligibility criteria will be excluded.
Overall Study Officials:
First Name & Middle Initial & Last Name & Degree
Natalie Walker, PhD
Organizational Affiliation
University of Auckland, New Zealand
Official's Role
Principal Investigator
Facility Information:
Facility Name
National Institute for Health Innovation, University of Auckland
City
Auckland
Country
New Zealand

12. IPD Sharing Statement

Plan to Share IPD
No
Citations:
Citation
Walker N, McCormack J, Jiang, Y, Lang B, Ni Murchu C. (2018). Energy labelling for alcoholic beverages in New Zealand: Clinical trial. Phase 2 report: Wellington: Health Promotion Agency.
Results Reference
result
Citation
Walker N, McCormack J, Jiang, Y, Lang B, Ni Murchu C. (2018). Energy labelling for alcoholic beverages in New Zealand: Consumer perceptions. Phase 1 report: Focus Groups. Wellington: Health Promotion Agency. ISBN:978-0-478-44956-3.
Results Reference
result
Links:
URL
https://www.hpa.org.nz/sites/default/files/documents/Energy_labelling_for_alcoholic_beverages_in_New_Zealand_Phase_2_research_report_March_2019.pdf
Description
Report
URL
https://www.hpa.org.nz/sites/default/files/Energy%20labelling%20for%20alcoholic%20beverages%20in%20New%20Zealand%20research%20report%20Phase%201%20March%202019_0.pdf
Description
Report

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Energy Labelling for Alcohol Drinks in New Zealand: Consumers Perceptions and Impacts on Purchase Behaviour

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