Influence Of Individual Characteristics On Consumer Understanding And Using Of Nutrition Fact Panel-Case Study Of Zambia And China

Objective:To what extent do Chinese and Zambian consumers understand and use Nutrition Fact Panel and to evaluate some influencing factors on the level of Nutrition Facts Panel (NFP) use in making food choices.Method:Data were collected from the Chinese (498) and Zambian (325) consumers drawn from the two cosmopolitan cities of Nanjing and Livingstone respectively. A mall-intercept survey technique was used and the consumers were conveniently sampled from around major food supermarkets like Metro, Wal-Mart, Suguo, in China and Spar, Shoprite in Zambia, using a structured questionnaire.18 and above years participants were targeted. Gender, age, education level, occupation, income, household size and health status were the independent variables and Consumer reading and understanding the NFP were the dependable valuables. Chi-square statistics were used to analyze the results of this study.Results:Average levels of awareness and reading of NFP information was recorded in both Chinese (58.7%) and Zambian (67.1%) consumers. Additionally, Chi-square revealed statistically significant differences based on gender. More female (65.3% China,74.4% Zambia) consumers were aware and used NFP than their male (51.1% China,60.9% Zambia) counterparts in both regions. Consumers who mostly use NFP were in the middle age group (31-45 and 46-50 years). Also those with secondary and above education levels were more aware and had a better NFP understanding. Consumers in the medical fields, engineers, businessmen, teachers and house maker/housewife were the most ones who used NFP in both China and Zambia. A significant difference in household results was recorded between the two areas surveyed showing an influence on NFP awareness. Households in China were more aware and used NFP more than households in Zambia. As for income those with higher income used NFP more than those with less income in China, and for Zambia there was an average distribution of use in all income levels. The variable Health status which was used to represent the individual’s current health condition or any member of the household has a positive effect on the awareness and reading of NFP in China, with those with a Health condition (72.6%) more than those without. This was not the case with Zambia as the result was not statistically significant.Conclusions:NFP awareness and use varies and the variation is mostly due to the influence of individual characteristics. These individual characteristics can positively influence consumers to use NFP (like the more educated an individual is the higher the chances of being aware and use NFP) or negatively influence them (those with less or no education are less likely to be aware and use NFP). Gender, education and occupation had positive influence on both Chinese and Zambian consumers. Income levels and household size had a positive influence on Chinese consumers and not on Zambian consumers. Health status was also positively influencing Chinese consumers to use NFP and not Zambian consumers. The results suggest the need to development programs aimed at raising awareness levels of NFP information to ensure the development of health consumer habits. Especially that the percentage of consumers who are not aware and confuses ingredient list to NFP and consider other components of the food label ignoring the NFP are high. This will also enable consumers to make informed food choices and avoid dietary related diseases.