Multilingual nutrition labelling and consumers' health in South Africa: An impact assessment.
Motake, Lehlohonolo Victor
Motake, Lehlohonolo Victor
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Abstract
The research investigates the impact of monolingual (English) nutrition labelling on consumers' health in South Africa. The focus of the study is to determine if the use of one language on nutrition information labels has an impact on consumers' behaviour and understanding of nutrition information labelling messages, and if their behaviour affects their health. The investigation followed a two-pronged approach to data collection called triangulation: A questionnaire survey (circulated to 100 respondents from semi-urban and urban areas), and semi-structured interviews with dieticians working in public health facilities for their professional view on nutrition, language and health. The two data collection tools produced rich data that addressed the main purpose of the study. The research made the following findings: English, exacerbated by its technicality, and as the only language of nutrition information labels, acted as a barrier to consumers using nutrition information labels with understanding. The respondents' level of use and understanding is shown to be influenced by a number of secondary moderators for the independent variable such as level of education and health relations, health and income and language. Ninety-nine per cent (99%) of respondents advocated for the development and use of indigenous languages on nutrition information labels, thereby suggesting the introduction of multilingual nutrition information labels. The common view among respondents was that indigenous languages needed terminological development for a successful transference of nutrition information label messages to other languages. The researcher's primary finding is that monolingual nutrition information labelling acted as a barrier to consumers accessing critical information communicated on nutrition information labels and thereby negatively influencing the consumers' ability to make knowledge-based decisions when purchasing food products. The research makes the recommendation that multilingual nutrition information labelling should be introduced to aid consumers, with comprehensible access to nutrition information label messages.
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Submitted in partial fulfilment of the requirements for the Degree Magister Technologiae: Language practice in the Department of Applied Languages Faculty of Humanities.
Date
2014-09-01
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Tshwane University of Technology
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Keywords
Multilingualism, Nutrition Labelling, Consumer Health, South Africa, Impact Assessment