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[Note]
The Effect of Nutrition Information Disclosure
on Consumers' Food Choices
Toshie Tsuda, Keiko Tamura, Karen Holden, Jane Voichick
Summary
Even though American consumers have become more aware of the relationship between health and
nutrition, it seems that consumers do always not choose food in the way recommended by federal
nutrition policy. There are relatively few studies that look at the impact of nutrition information on
meals chosen in restaurants or other food services. This field study attempts to discover how the food
choices of University of Wisconsin-Madison Lakefront cafeteria patrons were influenced by nutrition
information.
The model of the consumer decision process used in this study is based on the Engel-Kollat-
Blackwell Model. The Chi square statistic was used to determine the significance of the relationship
between independent and dependent variables. Information about the percentage of calories from fat,
from carbohydrates, and from protein was presented for each entree in a pie-chart graphic along with
a listing of the number of calories and total fat in grams.
The stated use of nutrition information is significantly related to whether the patron is attempting
to modify their diet. When nutrition information signs were presented, patrons' food choices were
higher in fat than they were when no nutrition information signs were available. A Chi square test
showed that patrons' food choices with and without the signs were significantly related. Concerned
patrons are more likely to use nutrition as an evaluative criterion than less concerned patrons. Thisstudy showed that while the nutrition information signs at Lakefront Cafeteria did appear to help
patrons' selecting food, the effect was limited because most patrons failed to notice the signs. This
suggests that to get more patrons including those without meal plan membership to notice the signs,
a different strategy may be necessary.
Keywords : Food choice, Impact, The parsentage of calories , Nutrition information sign, Entree, Cafeteria patron
Introduction
The eating habits of Americans have changed as
society has changed. As the number of single-person
households has increased, and as more women par-
ticipate in the labor force, the number of meals
eaten away from home has increased.
At the same time, consumers have become more
aware of the relationship between health and nutri-
tion, due in part to increased media coverage of
diet-related health risks, frequent health claims in
food advertising, federal dietary guidelines, and
nutrition information labels on packaged foods.
Many fast-food restaurants are responding to more
health-conscious customers by changing their
menus, adding low-fat or low-cholesterol items, and
by disclosing nutrition information. Even though
consumers are concerned about certain diseases,
and despite a higher level of nutritional awareness,
* Kyouritsu Women's University
** University of Wisconsin, Department of Consumer Sciences
*** University of Wisconsin , Department of Nutrition Sciences
28(132)
The Effect of Nutrition Information Disclosure on Consumers' Food Choices
it seems that consumers do always not choose food
in the way recommended by federal nutrition
policy.° Packaged food labels have been the focus of most research on consumers' comprehension and use of nutrition information while grocery shopping.
There are relatively few studies that look at the
impact of nutrition information on meals chosen in
restaurants or other food services. The primary issue addressed in this research is how useful nutri-
tion information signs can be in changing food
choice, specifically in reducing the consumption of
high fat entrees. To do this the analysis addresses
three questions : 1) who noticed the signs, 2) who said they used them, and 3) who in fact chose food
lower in fat.
Method
Research Objective
This field study attempts to discover how the food
choices of University of Wisconsin-Madison Lake-front cafeteria patrons were influenced by nutrition
information. The analysis was motivated by two
major goals : 1) to evaluate the short-term impact
of nutrition information disclosure ; and 2) to
understand patrons' food choice decisions. This study used data collected from surveys at Time 1--
before nutrition information was provided-- and at
Time 2--after nutrition information in the form of
nutrition signs was provided. The impact of the nutrition signs was assessed in two ways : 1) from
answers to questions on the Time 2 survey question-
naire about whether (and why not) nutrition infor-
mation signs were helpful in choosing food, and 2) by measuring changes in food choices between Time
1 and Time 2. The data allow not only an analysis
of who made what food choices but also the report-
ed process by which those decisions were made. This study does not simply analyze who was
influenced by the nutrition information signs, but
also obtained qualitative information about how the
cafeteria environment influenced the decision mak-ing process. Therefore, a picture of how consumers
make decisions at the Lakefront cafeteria was con-
structed.
Project Design
The timing of the introduction of nutrition infor-
mation was motivated, in part, by the introduction
of a new menu in the Lakefront Cafeteria during the first week of March. Since the new menu included
more vegetarian entrees and other low fat items
than in the previous menu, it was appropriate to
provide nutrition information for patrons. We were
given the opportunity to design and evaluate this trial use of nutrition information. The Lakefront
patrons are mainly UW students, faculty, and staff members. Nutrition information was displayed on a
11" by 15" plaque. In addition nutrition signs were
placed beside each item. The nutrition signs were designed in collabora-
tion with the Department of Nutritional Science, the
Department of Consumer Science, and the Wiscon-sin Union Food Services, (see Figure 1) . Nutrition
information signs were displayed at lunch on week-
days for three weeks (from April 8 to 26 in 1991) at
the Memorial Union Lakefront Cafeteria, Univer-sity of Wisconsin-Madison (UW)
Information about the percentage of calories from
fat, from carbohydrates, and from protein was
presented for each entree in a pie-chart graphic along with a listing of number of calories and total
Figure 1. Nutrition Information Signs
Week 3 Wednesday
(133)29
J. Cookery Sci. Jpn. Vol. 30 No. 2 (1997)
fat in grams (See Figure 1) . Information about fat
and calories can be categorized as "negative nutri-
ent" information (i.e. consumers are encouraged not to consume these nutrients in excess) . Past studies
show consumers are more responsive to information
about "negative nutrients" than to information
about "positive nutrients" (minerals, vitamins.
etc.)2)3)4). See Table 1 for a list of categorized entrees.
Cafeteria patrons were surveyed on March 19, 20,
and April 4 (Time 1) , prior to the placement of the
signs, and on April 9, 10, and 24 (Time 2) , while the signs were in use. Surveys were handed out to
approximately 20% of the patrons between 11:00 a.
m. and 2:00 p. m.. (See Table 2) . Every forth person
was given the questionnaire. Since the same ques-
tionnaire was distributed for 3 days each in Time 1 and Time 2, some have already responded in either
the first day or the second day of Time 1 or Time 2.
If this was the case, the next person was given the
questionnaire. Preventing to collect duplicate sam-
ples were possible by handing the questionnaire out in person and communicating with the persons who
are approached. Surveying all users allowed us to
analyze food choice behavior across a diversity of
age, status, and income groups. The surveys were distributed at the entrance of
the Lakefront Cafeteria University of Wisconsin
Memorial Union. After selecting food, the respon-
dents filled out the questionnaire at their seat in the
cafeteria and dropped it in a box near the exit as they left. If patrons could not complete the survey at
the time, they were asked to send it by campus mail
to a mail box at the Department of Consumer
Science.
Questionnaire Response Rate and Sample Char-acteristics
The first group of survey 1 took place on March
19, 20 and April 4 in 1991 (Time 1) and the second
group of survey 2 occurred on April 9, 10, and 24 (Time 2) , three weeks after the first survey 1.
The total number of customers for the days of
Table 1. Categorized Entrees
* A different kind of sub sandwich was served every day as an entree . Although no
nutritional analysis was conducted, it was known that sub sandwich contained some
kind of meat, vegetables, bread, and cheese. Therefore, sub sandwich was categorized
into Medium Fat Entrees.
Table 2. Response rate
30 (134)
The Effect of Nutrition Information Disclosure on Consumers' Food Choices
Time's 1 survey and Time's 2 were 2415 and 2320
(Grand Total : 4735) . Questionnaires were dis-tributed to 1059 customers. The questionnaire
response rate for each day of the survey, and the
overall response rates, are shown in Table 2. The survey conducted in Time 1 had a response rate 12.6
% higher than the survey conducted in Time 2. Among 408 responses, two were excluded from the
sample because the questionnaires were not com-
pleted. The final sample size is 406. Simple descrip-tive statistics about the respondents are shown in
Table 3. In the final sample, 157 (39.2%) were
female, and 244 (60.8%) were male. As noted before, more males than females responded, though
we do not know whether this represents the popula-
tion of the Lakefront users or is due to response
bias. The ages of respondents ranged from 18 to 84,
but as expected in a largely University population, about 53% of the samples were younger than 24.
The mean age of the sample was 29.8 (standard
deviation 13.2). Approximately 40% of the sample lived in a house or an apartment with friends, 20%
of the sample lived in a house or an apartment with
spouse or partner, and close to 20% of the sample
lived alone. About 50% of the sample were under-
graduate students and 24% of the sample were
graduate students. Fourteen percent were Univer-sity staff or faculty. This population, with a higher
education than the general US population, provides
an interesting test of the efficacy of nutritional
information in changing eating patterns because
these individuals could be presumed to be better
able to quickly absorb and understand the nutri-
tidnal infomation presented in this setting.
Respondents were divided into three groups based
on reported income designated as : "Low", "mid-
dle", and "high". The low income group's approxi-
mate annual income was $5,000 or less, the middle
income group's annual income ranged from $5,001
to $20,000, and the high income group ranged from
$20,001 to more than $30,000.
Model and Hypotheses
This study deals with the question of whether or
not the provision of nutrition information on signs
Table 3. Demographic Characteristics of the Sample
* Total number is not 406 because data only available for students .
(135)31
J. Cookery Sci. Jpn. Vol. 30 No. 2 (1997)
had an impact on the Lakefront patrons' food choices. In addition to examining differences in food
choices between the two different situations—with
or without nutrition information signs—this study
looked at the decision making process in order to improve understanding of the influence of nutrition
information.
The model of the consumer decision process used
in this study is based on the Engel-Kollat-Blackwell Model (E-K-B Model) , as revised in 19905). Engel et
al. look at decision making process behavior as
problem solving or "thoughtful reasoned action undertaken to bring about need satisfaction". The
E-K-B Model defines five types of decision making
models ; extended problem solving, limited problem
solving, mid-range problem solving, repeated prob-
lem solving, and habitual decision making. Although each of the five models is distinct, con-
sumers in all cases are assumed to pass through five
ordered steps in making their choices. The five steps
are, need recognition, search, alternative evalua-
tion, purchase, and outcome. The Lakefront Cafeteria decision process is un-
likely to be characterized accurately as "repeated
problem solving" or "habitual decision making". The decision of interest is food choice from the
daily menu. The same menu is not available every
day and it is unlikely that many patrons are aware
that the menu repeats every three weeks.
Fig. 2 shows the modified model. The lines with "H" labels correspond to hypotheses ab out the rela-tionship among variables. This model assumes that
patron's need recognition level leads to certain
patterns of evaluative criteria : these criteria drive different levels of search, and, finally, the patron makes a purchase decision based on these previous
stages. The questionnaire included questions about
Figure 2. The Model of Lakefront Patrons' Decision
Making Process
the importance of four evaluative criteria. The
importance of nutrition was included in the model
because patron's need recognition was defined by
whether or not a patron recognized the need for healthier food choices, and therefore was inclined to
use the signs with nutritional information which
ultimately influened food choices.
The following four hypotheses have been devel-oped from this model of the decision making proc-
ess:
H 1: The presence of nutrition information leads
to better food choices. H 2: Concerned patrons choose lower fat and
calorie food than unconcerned patrons.
H 3: Concerned patrons' search is more extensive
than the unconcerned patrons' search. H 4 : The importance of nutrition as an
evaluative criterion is higher among the concerned
patrons than the unconcerned patrons. The basic hypotheses for this study were whether
or not there was an impact of nutrition information on food choices (H 1) and whether or not need
recognition affected purchase (H 2) . Testing H 3
and H 4 provide information about the patrons'
decision making processes, specifically how need recognition operates to influence the final choice.
In this study, the nutrition information signs were
not designed to influence individuals' dietary goals
or attitudes towards nutrition, rather, they were designed to provide information for food compari-
sons.
Method of Analysis
The Chi square statistic was used to determine the significance of the relationship between indepen-
dent and dependent variables. When the chi square
had less than 10 percent probability of being due to
chance it was considered statistically significant. For further analysis, multiple logistic regression
analysis (Logit) was used to describe the nature of
the relationship between the dependent variables
and independent variables, and for testing the hypotheses that each independent variable has no
effect on the dependent variable. For testing each
hypothesis, a t-test was used. The logit analysis was
chosen because the dependent variable in this analy-
32 (136)
The Effect of Nutrition Information Disclosure on Consumers' Food Choices
sis was dichotomous : noticed = 1, or not-noticed =
0; and user = 1, or non-user = 0.
The independent variables were often categorized
using dummy variables which were assigned a value
of "1" indicating membership in a category, or "0"
indicating that the subject was not a member of the
category. In this way, the regression coefficients
were interpreted as the influence of the category
membership on the dependent variable, relative to
an omitted category.
Table 4. Number and Percentage of Lakefront Patrons Who Noticed the Nutrition Information Signs
Results an Discussion
1. The use of nutrition information signs
Most patrons did not notice the nutrition signs.
Type of meal plan, frequency of use of the Lake-
front Cafeteria, and time spent at the Cafeteria were
significantly related to whether patrons noticed the nutrition signs. Gender, time taken to choose an
entree and whether or not the individual was eating
alone did not influence whether signs were noticed.
(Table 4) The findings from multiple logistic regression
analysis were consistent with the findings from
Crosstabulations. (See Table 5) Therefore, it is
concluded that notice of the nutrition information at
the Lakefront was strongly influenced by patrons habits at the Lakefront cafeteria such as how often
they visit and how long they spend time for lunch.
The stated use of nutrition information is
significantly related to whether the patron is
attempting to modify their diet. (Table 6) Income,
Table 5. Logistic Regression Analysis Results Prob- ability of Individuals used the Nutrition
Information Signs
N=139****
Goodness of Fit Chi-Square significance level=0.30 * t-test significance at 0 .10
** t-test significance at 0 .025 *** t-test significance at 0 .005 **** The data for 406 individuals in the sample were
submitted , but only 139 cases were accepted as a
validation data set.
(137) 33
I. Cookery Sci. Jpn. Vol. 30 No. 2 (1997)
Table 6. Number and percentage of Users and Non-users
by the Lakefront Patron's Characteristics
Table 1. Logistic Regression Analysis Results Probability
of High Fat Food Choices
gender, self-reported weight, self assessed nutrition knowledge, and whether or not the individual was a
student were not found to be related to using the
information signs. 2. Analysis of decision making process
1) Influences on choice of high, medium or
low-fat entrees
This study investigated whether time spent, gen-
der, student status, age, self-assessment of nutrition knowledge, and self-reported weight influenced
choice of high, medium or low fat entrees. Female
N=359
Goodness of Fit Chi-Square significance level=0.327 * t-test significance at 0 .10
** t-test significance at 0 .05
patrons were less likely to choose the highest fat
entrees than male patrons. Patrons with higher
levels of self-assessed knowledge about nutrition
were less likely to choose the highest fat entrees
than those with lower knowledge.
Table 7 reports the influence of factors on choice
of entree. "Need recognition", "weight—too high",
and "weight--too low" were found to be statisti-
cally significant at the 0.05 level.
Patrons whose self assessed weight was in either
the "too low" or "too high" group were more likely
to choose the highest fat entrees compared with
patrons whose weight is considered to be "about
right". The group of those who thought their weight
was "too low" were less likely to choose any entree.
However, if the "too low" group of patrons did
choose an entree they were more likely to choose
the highest fat entree. Under these circumstances
the "too low" group of patrons made an appropriate
choice. However the patrons in the "too high" group
did not make the choice consistent with reducing
their "too high" weight. These choice, if characteris-
tic of the rest of their diet, may contribute to their
weight being in the "too high" category.
34 (138)
The Effect of Nutrition Information Disclosure on Consumers' Food Choices
2) Understanding the patron decision making
process and need recognition The issue of this analysis was how Lakefront
patrons' food purchases were changed by provision of nutrition information signs.
On the assumption that food choice depends on
how individuals search among alternatives and the
evaluative criterion they use, we looked to see
whether those we hypothesized who would be more concerned about the fat content of their food evi-
dence any difference in search behavior.
The first regression was to see how effective the
signs were in moving patrons away from the highest fat entrees.
Patrons' Food choice between Time 1 and Time 2
were compared as the first step in the examination
of the influence of nutrition information signs. At Time 1, 66% of patrons' food choices were categor-
ized as lower fat, while 34% of patrons' food choices
were categorized as higher fat. After nutrition infor-
mation signs were provided, 55% of patrons' food
choices were categorized as lower fat, while 45% of
patrons' food choices were categorized as higher fat. (Table 8) Thus, when nutrition information
signs were presented, patrons' food choices were
actually higher fat than they were when no nutrition information signs were available. A Chi square test
showed that sign provision was significantly related
to food choice, but the relationship was opposite of
what was hypothesized (H 1). However concerned patrons were found to be less
likely to choose the highest fat entrees than less
concerned patrons.
The variable "Search" was defined using the fol-lowing two measures ; time taken to decide about
an entree, and whether the customer asked the
server about the food.
We examined whether there is any support for
Table 8. Lower Fat and Higher Fat Food Choices
Between Time 1 and Time 2
Chi Square Significance= .02524 N = 406
hypotheses (H 3 and H 4) that concerned and less
concerned patrons place different weights on con-
sidering nutrition information in evaluating food,
and have different search valves. We used only data from Time 1 to avoid the possibility that the signs
may have confounded the results. "Search" was defined at three levels ; Low,
medium, and high. The relationship between the
patron's level of concern and "search" (H 3) was significant (p <0.05) (Table 9) . Concerned patrons
had higher valves for "search" than less concerned
patrons did. Nine percent of concerned patrons were in the high category of "search", while no less
concerned patrons were at this level. Even "medium" and "high" search groups were combined ,
concerned patrons were significantly more likely to
be in these search groups than less concerned
patrons. Therefore H 3 was supported. "Importance of nutrition" as an evaluative crite -
rion was compared between concerned patrons and
less concerned patrons (Table 10) . The relationship
between concern and the rating of importance of nutrition was significantly related (p <0.05) . Con-
cerned patrons are more likely to use nutrition as an
evaluative criterion than less concerned patrons.
Table 9. Search Difference Between Concerned
and Less-concerned Patrons
Chi Square Significance .00565 N=158* * Data was available only for those who chose entrees .
Only Time 1 samples were included.
Table 10. Importance of Nutrition Between Concerned
and Less-concerned Patrons
Chi Square Significance= .00495 N=153* * Data was available only for those who chose entrees .
Only Time 1 samples were included.
(139) 35
J. Cookoy Sci. Jpn. Vol. 30 No. 2 (1997)
H 4 was supported.
3) Influence of nutrition information signs anc need recognition on food choices
Data from all patrons at Time 2 (when signs weir(
available) indicated higher fat choice than at Tim(
1, however these data reflect many people who dic not notice the signs. There are differences betweer
those who noticed the signs and those that did not
Patrons in Time 2 (when signs were present) whc
noticed the nutrition information signs chose morE entrees than either patrons in Time 1 or patrons in
Time 2 who did not notice the signs. Among thosE
who chose entrees (entree choosers) , did the signs_
result in choosing lower fat entrees? Table 11 shows
the result. Here, the sample is only patrons who chose entrees. "Time 2 x Not noticed" was statisti-
cally significant (p < 0 . 05) . Patrons who noticed the
signs (in Time 2) were less likely to choose the highest fat entrees than those who did not notice the
signs. This group that noticed the signs chose lower
fat entrees than the total group patrons in Time 1.
These results imply that patrons' food choices
were indeed influenced by the nutrition information
Table 1 1 . Logistic Regression Analysis Results Estima-
tion of Choice of Highest Fat Entrees Among
FritrPt, rhnncprc
N = 279
Goodness of Fit Chi-Square significance level=0.312 * t-test significance at 0 .05
** t-test significance at 0 .01
signs. These results are inconsistent with Russo et
al.3), but consistent with Levy et al.°.
Understanding who noticed the nutrition informa-
tion signs, and who used the signs is critical for
planning future nutrition information programs sim-
ilar to this study. It seems that the use of the signs
depends on two actions : first noticing the signs ;
then using the signs in making food choices. The
first step is related to patrons' habits or familiarity
with the Lakefront Cafeteria, e. g. meal plan mem-
bership, frequency of visit, and time spent at the
Lakefront. Patrons who noticed the signs were more
likely to have meal plan membership to be frequent
visitors, and to spend less time at lunch. This sug-
gests that to get more patrons including those
without meal plan membership to notice the signs, a
different strategy may be necessary. The second
step—the use of the signs—was related to patrons'
attitudes toward nutrition and health. "Use" was
defined in this study by a self-reported measure. The
patrons who claimed to use the signs were more
likely to be involved in nutrition and health, to have
changed their diet in the past two years, and to
think their weight was too high or too low. The
regression analysis showed that income and knowl-
edge were not strong predictors of the use of nutri-
tion information.
In summary, nutrition information signs did
influence some patrons' food choices. Because nutri-
tion information signs were presented only for
entrees, patrons who noticed the signs may have
been more inclined to select an entree. Among those
who chose entrees, patrons who noticed the signs
were less likely to choose the highest fat entrees.
This study showed that while the nutrition infor-
mation signs at Lakefront Cafeteria did appear to
help patrons' selecting food, the effect was limited
because most patrons failed to notice the signs. Only
a quarter of those surveyed at Time 2 said the signs
were helpful. Seventy percent of those who said that
the signs were not helpful did not even notice the
signs.
3. Discussion
Patrons who noticed signs were more likely to
choose an entree than those who did not notice the
36 (140)
The Effect of Nutrition Information Disclosure on Consumers' Food Choices
signs. This implies that the signs may have led
patrons to choose an entree, and suggest that other
food items also need nutrition information signs, so
that patrons can compare the food across cate-
gories, e. g. among entrees, side dish vegetables, and
large salads.
The results of the analysis of which type of entree
was chosen showed that once patrons decided to
choose an entree, if they noticed signs, they were
less likely to choose the highest fat entree, but if
they did not notice the signs, they were more likely
to choose the highest fat entree. This implies that
the Lakefront patrons may go through two-step
decision making process, first to decided whether or
not to eat an entree, then to choose which entree.
The study results suggest that in order to get
maximum effect on consumer's food choice, more
careful considerations are required for nutrition
information signs presentation at the Cafeteria envi-
ronment. First, the nutrition signs should be pro-
vided not only entrees but also other food items so
that patrons can compare against different types of
food, ex. entree vs. salad bar. Second, the signs may
need to be present for long period of time so that
patrons would notice and use the signs.
Reference
1) Third Edition, U. S. Department of Agriculture, U. S. Department of Health and Human Services, Home
and Garden Bulletin, 232, 4 (1990) 2) Heimback, James T. ; Clinical Nutrition, 6, 159
(1987) 3) Russo, J. Edward, Staelin, Richard, Nolan, Cather-
ine A., Rusell, Gary J., Metcalf, Barbara L. ; Nutri- tion information in the supermarket, Journal of
Consumer Reseach, 13, June, 48 (1986) 4) Levy, Alan S., Mathews, Odonna, Stephenson,
Marilyn, Tenney, Janet E., Schucker, Raymond E. ; The impact of nutrition program on food purchases,
Journal of Public Policy and Marketing, 4, 1 (1985) 5) Engel, James F., Blackwell, Roger D., Miniard,
Paul W. ; Consumer Behavior, Fifth Edition, The Drayden Press, New York (1990)
(Received Sept. 2, 1996)
消費者のメニュー選択 に対する栄養表示の効果
津 田 淑 江 , 田 村 圭 子 , K . ホ ル デ ン , J . ボ チ ェ ッ ク
キー ワー ド:メ ニュー選択,影 響 力,エ ネル ギー比率,栄 養表示,主 菜,カ フェテ リア利用者
一般にアメリカの消費者は栄養や健康問題への関心
は高 いが,実 際 に望 ま しい食 品選 択 が行 われ て いな い
とい う報告 が あ る。 そ こで本 研 究で は栄養 素 を示 す こ
とにより,大学内カフェテリア利用者のメニュー選択
にどれだけ変化があるかをEn g e l - K o l l a t - B a c k w e l l
の方法に基づき調査し,論理的回帰分析を行い,その
効 果 を検 討 した。日替 りランチ メニ ュー を対象 に各 々,
カ ロ リー,総 脂肪 量 を数値 で表現 す る と ともに,脂 肪,
炭水化物,タンパク質のエネルギー比率をグラフで表
示した。表示期間は 3週間とした。カフェテリア利用
者 に 健 康 管 理 状 況 , 栄 養 問 題 意 識 度 , 栄 養 知 識 度 , そ
の日のメニュー選択状況について栄養表示前と表示中
に分けて調査し,栄養表示利用者の特徴,高脂肪食品
選択者の特徴についての分析を行った。その結果,表
示 に気付 いた人 は,カ フェテ リア を大変 良 く利用 す る
人か,ま たは その 日初 め て利用 した人 で,実 際 に表示
を参 考 に メニュー を決 め た人 は栄養 問題 に深 く関心の
あ る人 で あっ た。
また高脂肪 食 品選択 者 の特 徴 は,消 費者 の2段 階意
志 決定理 論 に基づ い て分 析 を行 っ た。す な わち(1)日 替
りメニ ュー を選 ぶ か ど うか,(2)日 替 りメニ ュー の うち
何 を選 ぶか の2段 階か ら検討 した。 そ の結果,日 替 り
メニ ュー を選 ぶ率 は栄養 表示 に気付 い た者 ほ ど高 く,
日替りメニューのうち高脂肪食品を選ぶ率は栄養表示
に気 付 か なか った者 ほ ど高 か った。 したが って,栄 養
表示 に気付 か なか っ た者 が 多か っ た もの の,カ フェ テ
リア利用 者 の メニ ュー選 択 に栄養 表示 に よ り高脂肪 食
品選 択 を避 け る効 果が あ った こ とが 明 らか とな り,栄
養表 示 の必要性 が示 唆 され た。
(平成8年9月2日 受 理)
*共 立女子短期大学
**ウ イスコンシン大学 消費者科学
***ウ イスコンシン大学 栄養科学
(141)37