Measuring nutrition knowledge

Purpose Using surveys to estimate nutrition knowledge presents several challenges. Some studies may disregard potential biases or ignore a subject’s confidence in their responses. This paper aims to analyze responses to nine questions on nutrition knowledge to illustrate several assessment challenges and suggest options to help improve future consumer surveys. Design/methodology/approach A professional marketing research firm distributed an anonymous internet survey to a random sample of US internet panelists. Responses by 1,399 adults to the nutrition knowledge questions, along with demographics and personal traits (e.g. technology anxiety, risk preferences and social desirability bias), were analyzed. Findings More than 16% of the sample were skeptical (i.e. did not agree) that diet influenced cancer and heart disease risks. Profiles were estimated for the skeptics, for individuals with high levels of accurate nutrition knowledge and for those with high levels of false knowledge. About 10% agreed that fictitious substances had nutritional benefits, suggesting some acquiescence bias. Social desirability bias (SDB), technology anxiety and risk preference measures were linked with nutrition scores. Originality/value The personal trait measures, SDB, technology anxiety and risk preferences, and the profile of individuals with high false knowledge have rarely been considered in nutrition research. The significance of the traits may suggest new opportunities for delivering nutrition information. Studies that do not take steps to reduce acquiescence and SDB could produce invalid conclusions.