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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 738-738.


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


NA - Advances in Consumer Research Volume 44 | 2016

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