Özet:

The purpose of this paper is to examine barriers and motives associated with reading nutrition information among label ‘non-users’ in Croatia and relationship with demographic and health factors of recruited sample.Label ‘non-users’ are subjects reported that had never or do not know or wish to tell aboutreading nutrition label during food purchasing (n=375) and were recruited from representative sample telephone interviewed Croatian, for assessing nutrition label attitudes. It is found that main reasons of not reading nutrition labels are: no interest (more often mentioned among male, younger, smokers and subjects without special diet), lack of responsibility for food purchasing (often pointed among subjects aged 55 and over, those with the lowest educational and social status, on a special diet) and no time (more frequently mentioned among participants who are already on special diet due weight problems). 43% of nutrition label ‘non-users’ do not know which motives would encourage them to start reading nutrition label. Nevertheless, young participants (up to 34 years) more than other mentioned health problems as probable motive to start with that practice. Identified barriers and motives of nutrition label ‘non-users’ gives clear message for establishing nutrition education programs that would encourage ‘non-users’ to change their behavior. For the first time, attitudes of nutrition label ‘non-users’ were examined in Croatia and these findings together with previously reported results among label ‘users’, could contribute understanding food consumer behavior in Croatia, new EU Member State.

Anahtar Kelimeler: