Booklet 2 of 2
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Economics from the NOVA – School of Business and Economics.
The effect of energy and traffic light labelling on parents
purchasing decisions of cereals for their children.
Maria João Madeira da Silva, 702
A Project carried out on Children Consumer Behaviour, with the supervision of:
Professor Luísa Agante
2
Table of Contents
Appendix 1- Cover letter present in the questionnaires ... 6
Appendix 2- Structured questionnaires presented to Control Group ... 7
... 8
... 9
... 10
Appendix 3- Structured questionnaires presented to experimental group 1: Reference Intake Labelling System ... 12
... 16
... 17
Appendix 4- Structured questionnaires presented to experimental group 2: Traffic Light Labelling System ... 18
... 18
Appendix 5- Guide used to create the Traffic Light Labelling system ... 24
Source: Food Standard Agency, 2007 ... 24
Appendix 6- Sample size per stimulus ... 24
Appendix 7- Parents’ degree of kinship per stimulus ... 24
Appendix 8- Parents’ mean age per stimulus ... 25
Appendix 9- Parents’ educational group per stimulus... 25
Appendix 10- Graph of parents’ educational group ... 26
Appendix 11- Graph of parents’ educational level ... 26
Appendix 12- Graph: How often children eat cereal like Estrelitas per week? ... 27
Appendix 13- Graph: How often children eat cereal like Chocapic per week? ... 27
Appendix 14- Graph: How often children eat cereal like Corn Flakes per week? ... 28
Appendix 15- Graph: How often children eat cereal like other type of cereals per week? 28 Appendix 16- Level of concern of parents when choosing for their children ... 29
Appendix 17- Level of concern of parents with the amount of sugar in their children’s food ... 29
Appendix 18- Correlation between level of concern with food and level of concern with sugar ... 30
Appendix 19- Parents beliefs regarding their children eating habits ... 30
Appendix 20 – How often parents read the nutritional information when buying cereals for children ... 31
Appendix 22- T-test results for reading nutritional information when buying cereals for their children ... 31
Appendix 23- How often parents observe the levels of sugar when buying cereals for their children ... 32
Appendix 24- Mean score for how frequent parents observe the levels of sugar when buying cereals for their children ... 32
Appendix 25- T-test results for reading nutritional information when buying cereals for their children ... 32
Appendix 26- How often parents use the nutritional information when choosing cereals for their children ... 33
Appendix 27- Mean score for how frequent parents use the nutritional information when choosing cereals for their children ... 33
Appendix 28- T-test results for using the nutritional information when choosing cereals for their children ... 33
Appendix 29- Correlation between parents who are concern with choosing healthy food for their children and parents who read the nutritional information ... 34
Appendix 30- Correlation between parents who are concern with the levels of sugar of their children and parents who observe the levels of sugar when buying cereals for their children ... 34
Appendix 31- Correlation between parents who are concern with choosing healthy food for their children and parents who use the information when buying cereals for their children ... 35
Appendix 32- Parents’ opinion regarding the difficulty in understanding the nutritional
information usually present in their child’s breakfast cereals ... 35 Appendix 33- Parents’ opinion regarding the clarity when observing the nutritional
information usually present in their child’s breakfast cereals ... 36 Appendix 34- Parents’ opinion regarding the difficulty in understanding the RI label
present in the cereal’s menu... 36 Appendix 35- Parents’ opinion regarding the clarity when observing the RI label present in
the cereal’s menu ... 37 Appendix 36- Parents’ opinion regarding the difficulty in understanding the traffic light
label present in the cereal’s menu ... 37 Appendix 37- Parents’ opinion regarding the clarity when observing the traffic light label
present in the cereal’s menu... 38 Appendix 38- Parents opinion regarding the healthy level of energetic value that should be present in cereals ... 38
Appendix 39- Parents opinion regarding the healthy level of carbon hydrates that should be present in cereals ... 38
4 Appendix 41- Parents opinion regarding the healthy level of Fiber that should be present in cereals ... 39
Appendix 42- Parents opinion regarding the healthy level of Salt that should be present in cereals ... 39
Appendix 43- Number of right answers about the healthy level of ingredients that should be present in cereals. ... 40
Appendix 44- Mean of the average parent’s right answers about the healthy level of ingredients that should be present in cereals ... 40
Appendix 45- Parents menu choice per stimulus ... 40
Appendix 46- Cross tabulation -: Parents perceived healthiness of their choice*nutritional labelling system: Between Reference Intake and Traffic Light Labelling Systems ... 41
Appendix 47- Chi-square test between parents perceived healthiness of their choice and the nutritional labelling system: Between Reference Intake and Traffic Light Labelling Systems ... 41
Appendix 48- Cross tabulation - Parents perceived healthiness of their choice*nutritional labelling system: Between Traffic Light Labelling System and Control Group ... 42
Appendix 49- Chi-square test between parents perceived healthiness of their choice and the nutritional labelling system: Between Traffic Light Labeling System and Control Group ... 42
Appendix 50- Cross tabulation - Parents perceived healthiness of their choice*nutritional labelling system: Between Reference Intake Labelling and Control Group ... 43
Appendix 51- Chi-square test between parents perceived healthiness of their choice and the nutritional labelling system: Between Reference Intake Labelling and Control Group43
Appendix 52- Cross tabulation: Parents’ purchase intention *nutritional labelling system: Between Reference Intake and Traffic Light Labelling Systems ... 44
Appendix 53- Chi-square test between parents’ purchase intention and the nutritional labelling system: Between Reference Intake and Traffic Light Labelling Systems... 44
Appendix 54- Cross tabulation: Parents’ purchase intention *nutritional labelling system: Between Traffic Light Labelling System and Control Group ... 45
Appendix 55- Chi-square test between parents’ purchase intention and the nutritional labelling system: Traffic light and Control ... 45
Appendix 56- Cross tabulation: Parents’ purchase intention *nutritional labelling system: Between Reference Intake Labelling System and Control Group ... 46
Appendix 57- Chi-square test between parents’ purchase intention and the nutritional labelling system: Between Reference Intake Labelling System and Control Group ... 46
Appendix 58- Mean of the importance given by parents to several attributes when making the purchasing decision ... 47
Appendix 60- Chi-square test between Importance of children's preference when choosing the cereal from the menu and Did parents made the right classification? For the Reference Intake Labelling System ... 48
Appendix 61- Cross tabulation: Importance of children's preference when choosing the cereal from the menu * Did parents made the right classification? For the Traffic Light Labelling System ... 49
Appendix 62- Chi-square test between Importance of children's preference when choosing the cereal from the menu and Did parents made the right classification? For the Traffic Light Labelling System ... 49
Appendix 63- Cross tabulation: Importance of children's preference when choosing the cereal from the menu * Did parents made the right classification For the Control group . 50
Appendix 64- Chi-square test between Importance of children's preference when choosing the cereal from the menu and Did parents made the right classification? For the Control Group ... 50
Appendix 65- Cross tabulation: Classification of parents’ choice * Parents' Educational Group. For the Reference Intake Labelling System ... 51
Appendix 66- Chi-square test between Classification of parents’ choice * Parents'
Educational Group. For the Reference Intake Labelling System ... 51
Appendix 67- Cross tabulation: Classification of parents’ choice * Parents' Educational Group. For the Traffic Light labelling System ... 52
Appendix 68- Chi-square test between Classification of parents’ choice * Parents'
Educational Group. For the Traffic Light Labelling System ... 52
Appendix 69- Cross tabulation: Classification of parents’ choice * Parents' Educational Group. For the control group ... 53
Appendix 70- Chi-square test between Classification of parents’ choice * Parents'
Educational Group. For the control group ... 53
Appendix 71- Cross tabulation: Did parents made the right classification? * Parents'
Educational Group. For the Reference Intake Labelling System ... 54
Appendix 72- Chi-square test between Did parents made the right classification? *
Parents' Educational Group. For the Reference Intake Labelling System ... 54
Appendix 73- Cross tabulation: Did parents made the right classification? * Parents'
Educational Group. For the Traffic Light Labelling System ... 55
Appendix 74- Chi-square test between Did parents made the right classification? *
Parents' Educational Group. For the Traffic Light Labelling System ... 55
Appendix 75- Cross tabulation: Did parents made the right classification? * Parents'
Educational Group. For the control group ... 56
Appendix 76 - Chi-square test between Did parents made the right classification? *
6
12
18
24
Appendix 5-
Guide used to create the Traffic Light Labelling system
Text LOW MEDIUM HIGH
Color code Green Amber Red
Fat 3g/100g > 3g to 20g/100g > 20/100g
Saturates 1.5g/100g > 1.5g to 5g/100g > 5/100g (Total) Sugars 5g/100g > 5g to 15g/100g > 15/100g Salt 0.3g/100g > 0.3g to 1.5g/100g > 1.5/100g
Source: Food Standard Agency, 2007
Appendix 6
-
Sample size per stimulus
Stimulus Frequency Percent
Reference Intake Label 50 37
Traffic Light Label 47 34.8
Control 38 28.1
Total 135 100
Appendix 7
-
Parents’ degree of kinship per stimulus
Stimulus Degree of Kinship Frequency Percent
Reference Intake Label Mother Father Other 37 11 2 74% 22% 4%
Traffic Light Label
Appendix 8-
Parents’ mean age per
stimulus
Stimulus Mean age of parents
Reference Intake Label 38.82
Traffic Light Label 39.34
Control 38
Total 39.11
Appendix 9
-
Parents
’
educational group per stimulus
Stimulus Education Frequency Percent
Reference Intake Label Without higher education With higher education 32 18 64% 36% Traffic Light Label Without higher
education With higher education 25 22 53.2% 46.8%
Control Without higher
education With higher education 27 11 71.1% 28.9%
Total Without higher
26
Appendix 10-
Graph of parents’ educational group
Appendix 11
-
Graph of parents’ educational level
37.8%
62.2%
3.7% 5.2%
28.1%
25.2%
33.3%
Appendix 12
-
Graph:
How often children eat cereal like Estrelitas per week?
Appendix 13-
Graph: How often children eat cereal like Chocapic per week?
45.2%
27.4%
13.3%
5.9 % 8.1%
48.1%
29.6%
14.6%
28
Appendix 14-
Graph: How often children eat cereal like Corn Flakes per
week?
Appendix 15-
Graph: How often children eat cereal like other type of cereals
per week?
83 %
11.9%
1.5% 3.7%
70.4% %
16.3% %
5.9% 5.2 %
Appendix 16-
Level of concern of parents when choosing for their children
Level of concern of parents when choosing food for their children
Frequency Percent Valid Percent
Cumulative Percent Valid Not very
concerned
4 3.0 3.0 3.0
A little concern 1 .7 .7 3.7
Concerned 69 51.1 51.1 54.8
Very Concerned
61 45.2 45.2 100.0
Total 135 100.0 100.0
Appendix 17
-
Level of concern of parents with the amount of sugar in their
children’s food
Level of concern of parents with the amount of sugar in their children’s food
Frequency Percent Valid Percent
Cumulative Percent Valid Not very
concerned
3 2.2 2.2 2.2
A little concern 2 1.5 1.5 3.7
Concerned 71 52.6 52.6 56.3
Very Concerned
59 43.7 43.7 100.0
30
Appendix 18- Correlation between level of concern with food and level of
concern with sugar
Appendix 19-
Parents beliefs regarding their children eating habits
My child has healthy eating habits
Frequency Percent Valid Percent
Cumulative Percent
Valid Disagree 7 5.2 5.2 5.2
Neither agree nor disagree
21 15.6 15.6 20.7
Agree 85 63.0 63.0 83.7
Strongly Agree 22 16.3 16.3 100.0
Total 135 100.0 100.0
Correlations
Level of concern of parents when choosing food for
their children
Level of concern of parents with the amount of sugar in their children’s food Level of concern of
parents when choosing food for their children
Pearson Correlation
1 .723**
Sig. (2-tailed) .000
N 135 135
Level of concern of parents with the amount of sugar in their
children’s food
Pearson Correlation
.723** 1
Sig. (2-tailed) .000
N 135 135
Appendix 20
–
How often parents read the nutritional information when buying
cereals for children
How often parents read the nutritional information when buying cereals for children
Frequency Percent Valid Percent
Cumulative Percent Val
id
Never 14 10.4 10.4 10.4
Rarely 26 19.3 19.3 29.6
Sometim es
49 36.3 36.3 65.9
Often 29 21.5 21.5 87.4
Always 17 12.6 12.6 100.0
Total 135 100.0 100.0
Appendix 21
-
Mean score for how frequent parents’ read the nutritional
information when buying cereals for their children
One-Sample Statistics
N Mean Std.
Deviation
Std. Error Mean
How often parents read the nutritional information when buying cereals for children
135 3.07 1.154 .099
Appendix 22
-
T-test results for reading nutritional information when buying
cereals for their children
One-Sample Test
Test Value = 1
t df Sig.
(2-tailed)
Mean Difference
95% Confidence Interval of the Difference
Lower Upper
How often parents read the nutritional information when buying cereals for children
32
Appendix 23- How often parents observe the levels of sugar when buying
cereals for their children
Level of concern of parents with the amount of sugar in their children’s food
Frequency Percen t Valid Percent Cumulative Percent Val id Not very concerned
3 2.2 2.2 2.2
A little concern 2 1.5 1.5 3.7
Concerned 71 52.6 52.6 56.3
Very Concerned
59 43.7 43.7 100.0
Total 135 100.0 100.0
Appendix 24- Mean score for how frequent parents observe the levels of sugar
when buying cereals for their children
One-Sample Statistics
N Mean Std.
Deviation
Std. Error Mean How often parents
observe the level of sugar when buying cereals for children
135 3.08 1.216 .105
Appendix 25
-
T-test results for reading nutritional information when buying
cereals for their children
One-Sample Test
Test Value = 1 t df Sig.
(2-tailed)
Mean Difference
95% Confidence Interval of the Difference
Lower Upper
How often parents observe the level of sugar when buying cereals for children
Appendix 26- How often parents use the nutritional information when choosing
cereals for their children
How often parents read the nutritional information when buying cereals for children Frequen cy Percen t Valid Percent Cumulative Percent Val id
Never 14 10.4 10.4 10.4
Rarely 26 19.3 19.3 29.6
Sometim es
49 36.3 36.3 65.9
Often 29 21.5 21.5 87.4
Always 17 12.6 12.6 100.0
Total 135 100.0 100.0
Appendix 27- Mean score for how frequent parents use the nutritional
information when choosing cereals for their children
One-Sample Statistics
N Mean Std.
Deviation
Std. Error Mean How often parents use the
nutritional information when choosing cereals for children
135 2.90 1.132 .097
Appendix 28- T-test results for using the nutritional information when
choosing cereals for their children
One-Sample Test
Test Value = 1
t df Sig.
(2-tailed)
Mean Difference
95% Confidence Interval of the Difference
Lower Upper
How often parents use the nutritional
information when choosing cereals for
34
Appendix 29- Correlation between parents who are concern with choosing
healthy food for their children and parents who read the nutritional information
Correlation
Level of concern of parents when choosing food for
their children
How often parents read the nutritional information when buying cereals for
children Level of concern of
parents when choosing food for their children
Pearson Correlation
1 .359**
Sig. (2-tailed) .000
N 135 135
How often parents read the nutritional
information when buying cereals for children
Pearson Correlation
.359** 1
Sig. (2-tailed) .000
N 135 135
**. Correlation is significant at the 0.01 level (2-tailed).
Appendix 30
-
Correlation between parents who are concern with the levels of
sugar of their children and parents who observe the levels of sugar when buying
cereals for their children
Correlations
Level of concern of parents with the amount
of sugar in their children’s food
How often parents observe the level of
sugar when buying cereals for children Level of concern of
parents with the amount of sugar in their children’s food
Pearson Correlation
1 .386**
Sig. (2-tailed) .000
N 135 135
How often parents observe the level of sugar when buying cereals for children
Pearson Correlation
.386** 1
Sig. (2-tailed) .000
N 135 135
Appendix 31- Correlation between parents who are concern with choosing
healthy food for their children and parents who use the information when
buying cereals for their children
Correlations
Level of concern of parents when choosing food for
their children
How often parents use the nutritional information when choosing cereals for
children Level of concern of
parents when choosing food for their children
Pearson Correlation
1 .351**
Sig. (2-tailed) .000
N 135 135
How often parents use the nutritional
information when choosing cereals for children
Pearson Correlation
.351** 1
Sig. (2-tailed) .000
N 135 135
**. Correlation is significant at the 0.01 level (2-tailed).
Appendix 32-
Parents’ opinion regarding the difficulty in understanding the
nutritional information usually present in their child’s breakfast cereals
The nutritional information usually present in your child’s breakfast cereals is difficult to understand a
Frequency Percent
Valid Strongly disagree 1 2.6
Disagree 14 36.8
Neither agree nor disagree 13 34.2
Agree 8 21.1
Extremely agree 2 5.3
Total 38 100.0
36
Appendix 33-
Parents’ opinion regarding the clarity when observing the
nutritional information usually present in their child’s breakfast cereals
Appendix 34-
Parents’
opinion regarding the difficulty in understanding the
RI label present in the
cereal’s menu
The nutritional information present in the menu was difficult to understand a
Frequency Percent
Valid Strongly disagree 5 10.0
Disagree 15 30.0
Neither agree nor disagree
13 26.0
Agree 11 22.0
Extremely agree 6 12.0
Total 50 100.0
a. group = RI
The nutritional information present in the menu was confusing a
Frequency Percent
Valid Strongly disagree 2 5.3
Disagree 13 34.2
Neither agree nor disagree
12 31.6
Agree 9 23.7
Extremely agree 2 5.3
Total 38 100.0
Appendix 35-
Parents’ opinion regarding
the clarity when observing the RI
label present in the cereal’s menu
The nutritional information present in the menu was confusing a
Frequency Percent
Valid Strongly disagree 5 10.0
Disagree 16 32.0
Neither agree nor disagree 8 16.0
Agree 14 28.0
Extremely agree 7 14.0
Total 50 100.0
a. group = RI
Appendix 36-
Parents’ opinion regarding the difficulty in understanding the
traffic light label present in the cereal’s menu
The nutritional information present in the menu was difficult to understand a
Frequency Percent
Valid Strongly disagree 10 21.3
Disagree 13 27.7
Neither agree nor disagree 8 17.0
Agree 14 29.8
Extremely agree 2 4.3
Total 47 100.0
38
Appendix 37-
Parents’ opinion regarding the clarity when observing the
traffic light label present in the cereal’s menu
Appendix 38
-
Parents opinion regarding the healthy level of energetic value
that should be present in cereals
Appendix 39-
Parents opinion regarding the healthy level of carbon hydrates
that should be present in cereals
Healthy level of carbon hydrates that should be present in cereals
Frequency Percent Valid Percent
Cumulative Percent
Valid Low level 90 66.7 66.7 66.7
Medium level
40 29.6 29.6 96.3
High level 5 3.7 3.7 100.0
Total 135 100.0 100.0
The nutritional information present in the menu was confusing a
Frequency Percent
Valid Strongly disagree 10 21.3
Disagree 11 23.4
Neither agree nor disagree
12 25.5
Agree 13 27.7
Extremely agree 1 2.1
Total 47 100.0
a. group = Traffic light
Healthy level of energetic value that should be present in cereals
Frequency Percent Valid Percent
Cumulative Percent
Valid Low level 19 14.1 14.1 14.1
Medium level
63 46.7 46.7 60.7
High level 53 39.3 39.3 100.0
Appendix 40- Parents opinion regarding the healthy level of Saturated fat that
should be present in cereals
Appendix 41
-
Parents opinion regarding the healthy level of Fiber that should
be present in cereals
Healthy level of Fiber that should be present in cereals Frequency Percent Valid
Percent
Cumulative Percent
Valid Low level 6 4.4 4.4 4.4
Medium level
57 42.2 42.2 46.7
High level
72 53.3 53.3 100.0
Total 135 100.0 100.0
Appendix 42- Parents opinion regarding the healthy level of Salt that should
be present in cereals
Healthy level of Salt that should be present in cereals
Frequenc y
Percent Valid Percent
Cumulative Percent
Valid Low level 110 81.5 81.5 81.5
Medium level
23 17.0 17.0 98.5
High level 2 1.5 1.5 100.0
Total 135 100.0 100.0
Healthy level of Saturated fat that should be present in cereals
Frequency Perce nt
Valid Percent
Cumulative Percent
Valid Low level 80 59.3 59.3 59.3
Medium level
48 35.6 35.6 94.8
High level 7 5.2 5.2 100.0
40
Appendix 43
-
Number of right answers about the healthy level of ingredients
that should be present in cereals.
Number of parent’s right answers
Frequency Percent Valid Percent
Cumulative Percent
Right Answers 0 5 3.7 3.7 3.7
1 10 7.4 7.4 11.1
2 12 8.9 8.9 20.0
3 35 25.9 25.9 45.9
4 37 27.4 27.4 73.3
5 30 22.2 22.2 95.6
6 6 4.4 4.4 100.0
Total 135 100.0 100.0
Appendix 44- Me
an of the average parent’s right answers about the healthy
level of ingredients that should be present in cereals.
Appendix 45
-
Parents menu choice per stimulus
Reference Intake
Traffic Light
Control group
Valid Estrelitas 16 17 17
Corn Flakes 9 9 4
Chocapic 12 14 7
All Bran Original
3 1 1
Fitness 2 3 6
Frosties 1 1 0
Nesquik 4 0 2
Fibre 1 2 2 1
Total 50 47 38
Mean of parents’ right answers
N Valid 135
Missing 0
Appendix 46
-
Cross tabulation -: Parents perceived healthiness of their
choice*nutritional labelling system: Between Reference Intake and Traffic Light
Labelling Systems
Appendix 47
-
Chi-square test between parents perceived healthiness of their
choice and the nutritional labelling system: Between Reference Intake and
Traffic Light Labelling Systems
Chi-Square Tests
Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square
5.508a 1 .019
Continuity Correctionb
4.595 1 .032
Likelihood Ratio
5.564 1 .018
Fisher's Exact Test
.025 .016
Linear-by-Linear Association
5.451 1 .020
N of Valid Cases
97
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 22.77.
Group * Did parents made the right classification?
Did parents made the right classification? Total Correct Classification Wrong Classification
group RI Count 20 30 50
% of Total
20.6% 30.9% 51.5%
Traffic light
Count 30 17 47
% of Total
30.9% 17.5% 48.5%
Total Count 50 47 97
% of Total
42
Appendix 48- Cross tabulation - Parents perceived healthiness of their
choice*nutritional labelling system: Between Traffic Light Labelling System
and Control Group
Group * Did parents made the right classification? Cross tabulation
Did parents made the right classification? Total Correct choice Wrong Choice
Group Traffic
light
Count 30 17 47
% of Total
35.3% 20.0% 55.3%
No label Count 14 24 38
% of Total
16.5% 28.2% 44.7%
Total Count 44 41 85
% of Total
51.8% 48.2% 100.0%
Appendix 49- Chi-square test between parents perceived healthiness of their
choice and the nutritional labelling system: Between Traffic Light Labeling
System and Control Group
Chi-Square Tests
Value df Asymp.
Sig. (2-sided)
Exact Sig. (2-sided)
Exact Sig. (1-sided)
Pearson Chi-Square 6.129a 1 .013
Continuity Correctionb 5.096 1 .024
Likelihood Ratio 6.200 1 .013
Fisher's Exact Test .017 .012
Linear-by-Linear Association
6.057 1 .014
N of Valid Cases 85
Appendix 50- Cross tabulation - Parents perceived healthiness of their
choice*nutritional labelling system: Between Reference Intake Labelling and
Control Group
Appendix 51- Chi-square test between parents perceived healthiness of their
choice and the nutritional labelling system: Between Reference Intake
Labelling and Control Group
Chi-Square Tests
Value df Asymp.
Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided)
Pearson Chi-Square .091a 1 .763
Continuity Correctionb .006 1 .936
Likelihood Ratio .091 1 .763
Fisher's Exact Test .827 .469
Linear-by-Linear Association
.090 1 .764
N of Valid Cases 88
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 14.68. b. Computed only for a 2x2 table
Group * Did parents made the right classification? Cross tabulation
Did parents made the right classification? Total Correct choice Wrong Choice
Group RI Count 20 30 50
% of Total
22.7% 34.1% 56.8%
No label
Count 14 24 38
% of Total
15.9% 27.3% 43.2%
Total Count 34 54 88
% of Total
44
Appendix 52- Cross t
abulation: Parents’ purchase intention
*nutritional
labelling system: Between Reference Intake and Traffic Light Labelling Systems
Appendix 53- Chi-
square test between parents’ purchase intention and the
nutritional labelling system: Between Reference Intake and Traffic Light
Labelling Systems
Chi-Square Tests
Value df Asymp. Sig. (2-sided) Pearson
Chi-Square
1.006a 2 .605
Likelihood Ratio
1.051 2 .591
Linear-by-Linear Association
.041 1 .839
N of Valid Cases
97
a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 1.94.
Group * Classification of parents choice Cross tabulation
Classification of parents choice Total unhealthy ok
choice
healthy
Group RI Count 34 3 13 50
% of Total
35.1% 3.1% 13.4% 51.5%
Traffic light
Count 32 1 14 47
% of Total
33.0% 1.0% 14.4% 48.5%
Total Count 66 4 27 97
% of Total
Appendix 54- Cross t
abulation: Parents’ purchase intention *nutritional
labelling system: Between Traffic Light Labelling System and Control Group
Group * Classification of parents choice Cross tabulation
Classification of parents choice Total unhealthy ok
choice
healthy
Group Traffic light
Count 32 1 14 47
% of Total
37.6% 1.2% 16.5% 55.3%
No label Count 26 1 11 38
% of Total
30.6% 1.2% 12.9% 44.7%
Total Count 58 2 25 85
% of Total
68.2% 2.4% 29.4% 100.0%
Appendix 55- Chi-
square test between parents’ purchase intention and the
nutritional labelling system: Traffic light and Control
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square .028a 2 .986
Likelihood Ratio .028 2 .986
Linear-by-Linear Association
.003 1 .953
N of Valid Cases 85
46
Appendix 56-
Cross t
abulation: Parents’ purcha
se intention *nutritional
labelling system: Between Reference Intake Labelling System and Control
Group
Group * Classification of parents choice Cross tabulation
Classification of parents choice Total unhealthy ok
choice
healthy
Group RI Count 34 3 13 50
% of Total
38.6% 3.4% 14.8% 56.8%
No label
Count 26 1 11 38
% of Total
29.5% 1.1% 12.5% 43.2%
Total Count 60 4 24 88
% of Total
68.2% 4.5% 27.3% 100.0%
Appendix 57-
Chi-
square test between parents’ purchase intention and the
nutritional labelling system: Between Reference Intake Labelling System and
Control Group
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square .608a 2 .738
Likelihood Ratio .642 2 .726
Linear-by-Linear Association
.017 1 .895
N of Valid Cases 88
Appendix 58-
Mean of the importance given by parents to several attributes
when making the purchasing decision
Group Importance
of children's preference when choosing the cereal from the menu Importance of the nutritional value when choosing the cereal from the menu Importance of sugar level when choosing the cereal from the menu Importance of taste when choosing the cereal from the menu Importance of packaging when choosing the cereal from the menu
RI N Valid 50 50 50 50 50
Mean 3.92 3.52 3.46 3.80 1.74
Traffi c light
N Valid 47 47 47 47 47
Mean 4.23 3.38 3.64 3.96 1.77
No label
N Valid 38 38 38 38 38
48
Appendix 59-
Cross tabulation: Importance of children's preference when
choosing the cereal from the menu * Did parents made the right classification?
For the Reference Intake Labelling System
Classification of parents choice * Importance of children's preference when choosing the cereal from the menu Cross tabulation
Importance of children's preference when choosing the cereal from the menu
Total
Not important
at all
Important Very Important Extremely important Classification of parents choice
unhealthy Count 1 8 6 19 34
% of Total
2.0% 16.0% 12.0% 38.0% 68.0%
ok choice Count 0 1 1 1 3
% of Total
0.0% 2.0% 2.0% 2.0% 6.0%
healthy Count 1 10 1 1 13
% of Total
2.0% 20.0% 2.0% 2.0% 26.0%
Total Count 2 19 8 21 50
% of Total
4.0% 38.0% 16.0% 42.0% 100.0
%
Appendix 60-
Chi-square test between Importance of children's preference
when choosing the cereal from the menu and Did parents made the right
classification? For the Reference Intake Labelling System
Chi-Square Tests
Value df Asymp. Sig. (2-sided) Pearson Chi-Square 14.171
a
6 .028
Likelihood Ratio 15.040 6 .020
Linear-by-Linear Association
10.458 1 .001
N of Valid Cases 50
Appendix 61-
Cross tabulation: Importance of children's preference when
choosing the cereal from the menu * Did parents made the right classification?
For the Traffic Light Labelling System
Appendix 62-
Chi-square test between Importance of children's preference
when choosing the cereal from the menu and Did parents made the right
classification? For the Traffic Light Labelling System
Chi-Square Tests
Value df Asymp. Sig. (2-sided) Pearson
Chi-Square
9.081a 6 .169
Likelihood Ratio 8.599 6 .197
Linear-by-Linear Association
.667 1 .414
N of Valid Cases 47
a. 8 cells (66.7%) have expected count less than 5. The minimum expected count is .04.
Classification of parents choice * Importance of children's preference when choosing the cereal from the menu Cross tabulation
Classification of parents choice
Importance of children's preference when choosing the cereal from the menu
Total
Less important
Important Very Important
Extremely important
unhealthy Count 0 8 6 18 32
% of Total 0.0% 17.0% 12.8% 38.3% 68.1%
ok choice Count 0 0 1 0 1
% of Total 0.0% 0.0% 2.1% 0.0% 2.1%
healthy Count 2 2 3 7 14
% of Total 4.3% 4.3% 6.4% 14.9% 29.8%
Total Count 2 10 10 25 47
50
Appendix 63-
Cross tabulation: Importance of children's preference when
choosing the cereal from the menu * Did parents made the right classification
For the Control group
Classification of parents choice * Importance of children's preference when choosing the cereal from the menu Cross tabulation
Importance of children's preference when choosing the cereal from the menu
Total
Important Very Important
Extremely important Classification of
parents choice
unhealthy Count 15 5 6 26
% of Total
39.5% 13.2% 15.8% 68.4%
ok choice Count 0 0 1 1
% of Total
0.0% 0.0% 2.6% 2.6%
healthy Count 3 4 4 11
% of Total
7.9% 10.5% 10.5% 28.9%
Total Count 18 9 11 38
% of Total
47.4% 23.7% 28.9% 100.0%
Appendix 64-
Chi-square test between Importance of children's preference
when choosing the cereal from the menu and Did parents made the right
classification? For the Control Group
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 5.460a 4 .243
Likelihood Ratio 5.534 4 .237
Linear-by-Linear Association
2.250 1 .134
N of Valid Cases 38
Appendix 65-
Cross
tabulation: Classification of parents’ choi
ce * Parents'
Educational Group. For the Reference Intake Labelling System
Classification of parents choice * Parents' Educational Group Cross tabulation
Parents' Educational Group Total Without higher education With higher education Classification of parents choice
unhealthy Count 23 11 34
% of Total
46.0% 22.0% 68.0%
ok choice Count 2 1 3
% of Total
4.0% 2.0% 6.0%
healthy Count 7 6 13
% of Total
14.0% 12.0% 26.0%
Total Count 32 18 50
% of Total
64.0% 36.0% 100.0
%
Appendix 66-
Chi-
square test between Classification of parents’ choi
ce *
Parents' Educational Group. For the Reference Intake Labelling System
Chi-Square Tests
Value df Asymp. Sig. (2-sided) Pearson
Chi-Square
.787a 2 .675
Likelihood Ratio
.772 2 .680
Linear-by-Linear Association
.730 1 .393
N of Valid Cases
50
52
Appendix 67-
Cross
tabulation: Classification of parents’ choi
ce * Parents'
Educational Group. For the Traffic Light labelling System
Classification of parents choice * Parents' Educational Group Cross tabulation
Parents' Educational Group Total Without higher education With higher education Classification of parents choice
unhealthy Count 21 11 32
% of Total
44.7% 23.4% 68.1%
ok choice Count 1 0 1
% of Total
2.1% 0.0% 2.1%
healthy Count 3 11 14
% of Total
6.4% 23.4% 29.8%
Total Count 25 22 47
% of Total
53.2% 46.8% 100.0%
Appendix 68-
Chi-
square test between Classification of parents’ choi
ce *
Parents' Educational Group. For the Traffic Light Labelling System
Chi-Square Tests
Value df Asymp. Sig. (2-sided) Pearson
Chi-Square
8.540a 2 .014
Likelihood Ratio 9.233 2 .010
Linear-by-Linear Association
7.136 1 .008
N of Valid Cases 47
Appendix 69-
Cross
tabulation: Classification of parents’ choi
ce * Parents'
Educational Group. For the control group
Classification of parents choice * Parents' Educational Group Cross tabulation
Parents' Educational Group Total Without higher education With higher education Classification of parents choice
unhealthy Count 21 5 26
% of Total
55.3% 13.2% 68.4%
ok choice Count 0 1 1
% of Total
0.0% 2.6% 2.6%
healthy Count 6 5 11
% of Total
15.8% 13.2% 28.9%
Total Count 27 11 38
% of Total
71.1% 28.9% 100.0
%
Appendix 70-
Chi-
square test between Classification of parents’ choi
ce *
Parents' Educational Group. For the control group
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 5.105a 2 .078
Likelihood Ratio 5.113 2 .078
Linear-by-Linear Association
2.872 1 .090
N of Valid Cases 38
54
Appendix 71-
Cross tabulation: Did parents made the right classification? *
Parents' Educational Group. For the Reference Intake Labelling System
Did parents make the right classification? * Parents' Educational Group Cross tabulation
Parents' Educational Group Total Without higher education With higher education Did parents make the right classification?
Correct choice
Count 10 10 20
% of Total
20.0% 20.0% 40.0%
Wrong Choice
Count 22 8 30
% of Total
44.0% 16.0% 60.0%
Total Count 32 18 50
% of Total
64.0% 36.0% 100.0
%
Appendix 72-
Chi-square test between Did parents made the right
classification? * Parents' Educational Group. For the Reference Intake
Labelling System
Chi-Square Tests
Value df Asymp.
Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided)
Pearson Chi-Square 2.836a 1 .092
Continuity Correctionb
1.913 1 .167
Likelihood Ratio 2.821 1 .093
Fisher's Exact Test .134 .084
Linear-by-Linear Association
2.779 1 .096
N of Valid Cases 50
Appendix 73-
Cross tabulation: Did parents made the right classification? *
Parents' Educational Group. For the Traffic Light Labelling System
Did parents make the right classification? * Parents' Educational Group Cross tabulation
Parents' Educational Group Total Without
higher education
With higher education
Did parents make the right classification?
Correct choice Count 14 16 30
% of Total 29.8% 34.0% 63.8%
Wrong Choice Count 11 6 17
% of Total 23.4% 12.8% 36.2%
Total Count 25 22 47
% of Total 53.2% 46.8% 100.0%
Appendix 74-
Chi-square test between Did parents made the right
classification? * Parents' Educational Group. For the Traffic Light Labelling
System
Chi-Square Tests
Value df Asymp.
Sig. (2-sided)
Exact Sig. (2-sided)
Exact Sig. (1-sided)
Pearson Chi-Square 1.418a 1 .234
Continuity Correctionb .786 1 .375
Likelihood Ratio 1.434 1 .231
Fisher's Exact Test .362 .188
Linear-by-Linear Association
1.388 1 .239
N of Valid Cases 47
56
Appendix 75-
Cross tabulation: Did parents made the right classification? *
Parents' Educational Group. For the control group
Did parents make the right classification? * Parents' Educational Group Cross tabulation
Parents' Educational Group Total Without higher education With higher education Did parents make the right classification?
Correct choice
Count 7 7 14
% of Total 18.4% 18.4% 36.8%
Wrong Choice
Count 20 4 24
% of Total 52.6% 10.5% 63.2%
Total Count 27 11 38
% of Total 71.1% 28.9% 100.0
%
Appendix 76 - Chi-square test between Did parents made the right
classification? * Parents' Educational Group. For the control group
Chi-Square Tests
Value df Asymp.
Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided)
Pearson Chi-Square 4.777a 1 .029
Continuity Correctionb 3.293 1 .070
Likelihood Ratio 4.693 1 .030
Fisher's Exact Test .061 .036
Linear-by-Linear Association
4.651 1 .031
N of Valid Cases 38
