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Table 4 Effects of varying price promotion labels on food purchases in the web-based supermarket – results two-way ANCOVA analyses a

From: Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment

Type of label Special offer Healthy choice
   B Lower 95% CI Upper 95% CI B Lower 95% CI Upper 95% CI
N Special offer - - - 4.16 −1.21 9.53
Unhealthy Combined label b −1.88 −7.10 3.34 2.28 −3.27 7.82
N Healthy Special offer - - - 1.92 −2.98 6.96
  Combined label 2.13 −2.70 6.97 4.12 −1.01 9.26
Total items Special offer - - - 6.15 −1.85 14.2
  Combined label 0.25 −7.54 8.04 6.40 −1.86 14.7
Total Special offer - - - 3,013 −4,573 10,600
Calories Combined label 12.4 −7,367 7,392 3,026 −4,808 10,860
N healthy Special offer - - - 2.04 −1.64 5.71
excl F&V c Combined label 1.06 −2.52 4.63 3.09 −0.70 6.89
% Healthy Special offer - - - −3.36 −9.86 3.13
  Combined label 6.00 −0.32 12.32 2.64 −4.07 9.34
% Healthy Special offer - - - −0.40 −4.95 4.16
excl F&V c Combined label 3.03 −1.40 7.46 2.63 −2.07 7.34
Vegetables Special offer - - - −219 −998 560
(gram) Combined label 436 −322 1,193 217 −587 1,021
Fruit Special offer - - - 137 −620 895
(gram) Combined label −60.9 −797 676 76.4 −705 858
% budget Special offer - - - −6.91 −14.3 0.50
Spent Combined label 8.99* 1.78 16.2 2.08 −5.58 9.73
  1. Data were measured in 2010 in the Netherlands. Participants included a community sample (n = 109).
  2. a. Results of two-way ANCOVA including the fixed factors level of discount, type of promotion label and the interaction discount x promotion label.
  3. b. Combined label is ‘special offer & healthy choice’.
  4. c. Healthy excl. means number of healthy products excluding fruits and vegetables.
  5. * significant at p < .05.
  6. ** significant at p < .01.