Food Label Use By Functionally Low-Literate Consumers in a Rural South African Context

Fay Irvine, North-West University, South Africa
Daleen Van der Merwe, North-West University, South Africa
Hanlie Van Staden, North-West University, South Africa
Magdalena Bosman, North-West University, South Africa
Susanna Ellis, North-West University, South Africa
This study investigated food label use by functionally low-literate consumers in a South African rural area. Respondents sometimes read labels and understood simple label information, but struggled with more complex information and symbols. The provision of easily understandable labels for low-literate consumers to facilitate informed decisions will also benefit manufacturers.
[ to cite ]:
Fay Irvine, Daleen Van der Merwe, Hanlie Van Staden, Magdalena Bosman, and Susanna Ellis (2016) ,"Food Label Use By Functionally Low-Literate Consumers in a Rural South African Context", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 738-738.