BACKGROUND: A conceptual model was proposed and tested in order to link attitudinal and awareness factors that might explain changes in food purchase behaviours and dietary patterns related to the Heart and Stroke Foundation of Canada's Health Check food information program. METHODS: Two hundred food shoppers completed a survey inquiring about demographics, diet-related health conditions, attitude toward healthy food purchases, use of food package information, and awareness, perceived value and reported use of the Health Check logo. Participants provided their receipt for groceries purchased and completed a dietary fat assessment. Path analysis was used to test the model. RESULTS: Shoppers purchasing a Health Check product had lower fat intakes than shoppers who did not (30.4% vs. 33.9% calories from fat; p<0.05). There was strong association (beta=0.81; p<0.001) between logo awareness and use, and the meaning consumers attributed to the logo moderated this relationship (beta=0.53; p<0.01). Logo awareness was related to general use of food package information (beta=0.14; p<0.05) and attitude toward healthy food purchases (beta=0.15; p<0.05). INTERPRETATION: Persons successfully limiting their fat intake purchase Health Check products, suggesting the program has utility in this regard. Program promotional efforts should aim to increase understanding of the Health Check logo's meaning in helping to make healthier purchase decisions. Promotional efforts surrounding the introduction of new nutrition labels in Canada are also expected to have a positive effect on the program.
BACKGROUND: A conceptual model was proposed and tested in order to link attitudinal and awareness factors that might explain changes in food purchase behaviours and dietary patterns related to the Heart and Stroke Foundation of Canada's Health Check food information program. METHODS: Two hundred food shoppers completed a survey inquiring about demographics, diet-related health conditions, attitude toward healthy food purchases, use of food package information, and awareness, perceived value and reported use of the Health Check logo. Participants provided their receipt for groceries purchased and completed a dietary fat assessment. Path analysis was used to test the model. RESULTS: Shoppers purchasing a Health Check product had lower fat intakes than shoppers who did not (30.4% vs. 33.9% calories from fat; p<0.05). There was strong association (beta=0.81; p<0.001) between logo awareness and use, and the meaning consumers attributed to the logo moderated this relationship (beta=0.53; p<0.01). Logo awareness was related to general use of food package information (beta=0.14; p<0.05) and attitude toward healthy food purchases (beta=0.15; p<0.05). INTERPRETATION:Persons successfully limiting their fat intake purchase Health Check products, suggesting the program has utility in this regard. Program promotional efforts should aim to increase understanding of the Health Check logo's meaning in helping to make healthier purchase decisions. Promotional efforts surrounding the introduction of new nutrition labels in Canada are also expected to have a positive effect on the program.