Perception is reality: qualitative insights into how consumers perceive alcohol warning labels

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dc.citation.issue5
dc.citation.volume59
dc.contributor.authorKemper J
dc.contributor.authorRolleston A
dc.contributor.authorMatthews K
dc.contributor.authorGarner K
dc.contributor.authorLang B
dc.contributor.authorJiang Y
dc.contributor.authorNi Mhurchu C
dc.contributor.authorWalker N
dc.coverage.spatialEngland
dc.date.accessioned2024-10-08T22:41:59Z
dc.date.available2024-10-08T22:41:59Z
dc.date.issued2024-09
dc.description.abstractAIMS: This study explores perspectives of on-pack alcohol warning labels, and how they might influence alcohol purchase and/or consumption behavior to inform culturally appropriate label design for effective behavior change. METHODS: New Zealand participants ≥18 years, who reported having purchased and consumed alcoholic beverages in the last month were recruited via a market research panel and grouped into 10 focus groups (n = 53) by ethnicity (general population, Māori, and Pacific peoples), age group, and level of alcohol consumption. Participants were shown six potential alcohol health warning labels, with design informed by relevant literature, label framework, and stakeholder feedback. Interviews were transcribed and analyzed via qualitative (directed) content analysis. RESULTS: Effective alcohol labels should be prominent, featuring large red and/or black text with a red border, combining text with visuals, and words like "WARNING" in capitals. Labels should contrast with bottle color, be easily understood, and avoid excessive text and confusing imagery. Participants preferred specific health outcomes, such as heart disease and cancer, increasing message urgency and relevance. Anticipated behavior change included reduced drinking and increased awareness of harms, but some may attempt to mitigate warnings by covering or removing labels. Contextual factors, including consistent design and targeted labels for different beverages and populations, are crucial. There was a strong emphasis on collective health impacts, particularly among Māori and Pacific participants. CONCLUSIONS: Our findings indicate that implementing alcohol warning labels, combined with comprehensive strategies like retail and social marketing campaigns, could effectively inform and influence the behavior of New Zealand's varied drinkers.
dc.description.confidentialfalse
dc.edition.editionSeptember 2024
dc.format.paginationagae053-
dc.identifier.author-urlhttps://www.ncbi.nlm.nih.gov/pubmed/39155516
dc.identifier.citationKemper J, Rolleston A, Matthews K, Garner K, Lang B, Jiang Y, Ni Mhurchu C, Walker N. (2024). Perception is reality: qualitative insights into how consumers perceive alcohol warning labels.. Alcohol Alcohol. 59. 5. (pp. agae053-).
dc.identifier.doi10.1093/alcalc/agae053
dc.identifier.eissn1464-3502
dc.identifier.elements-typejournal-article
dc.identifier.issn0735-0414
dc.identifier.numberagae053
dc.identifier.pii7735376
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/71642
dc.languageeng
dc.publisherOxford University Press on behalf of the Medical Council on Alcohol
dc.publisher.urihttps://academic.oup.com/alcalc/article/59/5/agae053/7735376
dc.relation.isPartOfAlcohol Alcohol
dc.rights(c) The author/sen
dc.rights.licenseCC BY-NC-ND 4.0en
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/en
dc.subjectMāori
dc.subjectPacific
dc.subjectalcohol
dc.subjectalcohol policy
dc.subjectindigenous
dc.subjectwarning labels
dc.subjectHumans
dc.subjectMale
dc.subjectFemale
dc.subjectAdult
dc.subjectNew Zealand
dc.subjectAlcoholic Beverages
dc.subjectMiddle Aged
dc.subjectAlcohol Drinking
dc.subjectYoung Adult
dc.subjectProduct Labeling
dc.subjectFocus Groups
dc.subjectAged
dc.subjectAdolescent
dc.subjectConsumer Behavior
dc.subjectQualitative Research
dc.subjectPerception
dc.titlePerception is reality: qualitative insights into how consumers perceive alcohol warning labels
dc.typeJournal article
pubs.elements-id491193
pubs.organisational-groupOther
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