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

ABSTRACT:

Aims

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.<

SUBMITTER: Kemper J 

PROVIDER: S-EPMC11330865 | biostudies-literature | 2024 Jul

REPOSITORIES: biostudies-literature