, Omid Barghi
, Amir Mansouri
, MohammadJavad Modarresi
, Behnam Masmouei *

| Variable | Number | Percentage |
| Age |
| ≤40 | 13 | 61.9 |
| >40 | 8 | 38.1 |
| Gender | ||
| Male | 8 | 38.1 |
| Female | 13 | 61.9 |
| Marital status | ||
| Sigel | 8 | 38.1 |
| Married | 13 | 61.9 |
| Level of Education | ||
| Below a diploma | 5 | 23.8 |
| Diploma | 6 | 28.6 |
| Academic | 10 | 47.6 |
| Job | ||
| Employee | 4 | 19 |
| Self-Employee | 5 | 23.8 |
| Unemployed | 5 | 23.8 |
| Housewife | 5 | 23.8 |
| Retired | 2 | 9.5 |
| Category | Key Findings | Policy Recommendations |
| Health and Nutrition Factors | • Awareness of healthy foods • Disease-driven dietary changes • Concerns about processed foods |
• Promote nutrition education tailored to chronic conditions • Regulate processed food content and labeling |
| Personal Preferences | • Taste and appearance prioritized over health • Family dietary conflicts |
• Design culturally sensitive campaigns balancing taste and health • Support family-based nutrition programs |
| Information and Label Use | • Mixed understanding of labels • High attention to expiration dates • Skepticism about label accuracy |
• Simplify and standardize food labels • Ensure label accuracy through regulatory oversight • Improve public literacy on label use |
| Economic Constraints | • High cost of healthy foods • Price-driven consumer choices |
• Subsidize essential healthy food items • Promote affordable dietary alternatives in low-income areas |
| External Influences | • Impact of media advertising • Influence of vendor behavior • Role of brand trust |
• Regulate food marketing practices • Encourage responsible vendor labeling • Partner with trusted brands for public health messaging |
| Policy and Oversight | • Perceived negligence by health authorities • Concerns about misleading packaging |
• Enforce mandatory and transparent labeling standards • Monitor compliance through health ministries |
| Main Category | Theme Code & Number | Direct Participant Quote |
| Health and Nutrition Factors | 1. The usefulness of food products | • "It is important for me to have healthy food. For example, I eat a lot of beans and vegetables. I use red chicken and fish 1–2 times a week." (Female, 63) • "I buy most healthy food. I prefer their health to their taste." (Female, 64) • "I try not to buy things that are harmful to me when I go shopping." (Male, 40) |
| 2. Diseases can affect the diet | • "Before I got diabetes, only the taste of food mattered to me, but now I have to pay attention to the amount and type of sugar in my food." (Male, 21) • "Considering that I am overweight, I pay attention to the number of calories when buying products." (Male, 23) |
|
| 3. People's understanding of healthy food | • "Food that is not fried and has low fat is considered healthy." (Female, 63) • "Foods that do not have a lot of salt and fat, as well as vegetables and fruits, are healthy." (Female, 64) |
|
| 4. Healthy but harmful food | • "It may be healthy food, but some people cannot consume it due to their diseases." (Female, 63) • "Some foods used to be useful for me, but today I cannot eat them due to diabetes and high blood pressure." (Female, 62) |
|
| 5. Processed food products | • "Any food that is somehow out of its natural form is called processed food." (Female, 38) • "Some foods are modified and contain additives such as salt that are not good for health." (Female, 22) |
|
| Personal Preferences | 1. Prefer the taste and appearance of food products to its usefulness | • "The taste and deliciousness of the food products are important to me, and their healthiness is not important." (Female, 21) • "The foods consumed must be healthy, but two things are important to me: the descriptions on the packages and what I think about the appearance of the food." (Male, 61) |
| 2. Diet conflict between family members | • "I don't eat fast food at all, but my husband and son eat it." (Female, 62) | |
| Information & Label Use | 1. Food signs and tables | • "I know the two standard signs and the table of ingredients." (Female, 63) • "It works like a guide for those who have special diets or are suffering from a certain disease." (Female, 21) |
| 2. Paying attention to the guide of food products | • "These tables of ingredients assure us of the ingredients of a food and help a lot in choosing, especially for people with certain diseases." (Female, 63) • "I pay attention to the tables of food products and try to use those that have fewer calories." (Female, 21) |
|
| 3. Paying attention to the expiration date and standard signs on food packages | • "In addition to the list of ingredients, I also pay attention to the standard mark and the expiration date." (Female, 63) | |
| 4. The value of information on food packages | • "It is important to include information on the packages. It acts as a guide for people with special diseases or diets." (Female, 63) • "If all people pay attention to the tables of food products, they will not get sick and will stay healthy." (Female, 62) |
|
| 5. Uncertainty about the accuracy of nutrition label information | • "We need to be sure that the descriptions on the food packages are correct." (Male, 61) | |
| Label Literacy & Understanding | 1. The family's awareness of food labels, unlike the sick person | • "Even though I have high blood pressure, I did not pay attention to labels until now... But my wife knows these tables." (Male, 40) |
| 2. Correct understanding of food ingredient tables | • "Food tables can help us choose healthy foods if we know those ingredients. For example, if we do not know the normal blood sugar limit, it is useless to pay attention to these tables." (Male, 21) | |
| 3. Knowing a healthy diet | • "People should know themselves first and choose the desired food item based on that knowledge." (Male, 35) • "I look at the ingredient tables to see how much sugar is in the product, but it does not affect my choice." (Male, 35) |
|
| 4. Clear and attractive writing of nutrition labels | • "The writing should be large and attract attention." (Male, 62) • "Some people don't have enough information or literacy to read charts. It should be written clearly and concisely in Farsi that this food can increase your blood fat." (Female, 25) |
|
| Economic Constraints | 1. The effect of economic status on diet | • "Protein foods and dairy products are healthy, but they are used less because of the high cost." (Male, 62) • "When buying food products, I first look at my financial ability and then the price." (Female, 25) |
| 2. The compulsion to consume unhealthy food | • "When healthy foods are not available or their healthiness is uncertain, we may settle for higher-calorie, lower-quality foods." (Male, 61) | |
| External Influences | 1. The influence of the media on people's diet | • "Due to the many advertisements on radio and television and elsewhere, processed foods have become widespread, especially among young people and even children." (Male, 62) • "Healthy consumption can be promoted with more education via the media and more advertising about healthy products." (Female, 22) |
| 2. The attention of food companies to people's health | • "The existence of food tables on products shows that food companies care about people's health." (Male, 64) | |
| 3. People's awareness of healthy food products | • "Our high level of awareness can help us a lot in choosing healthy food products." (Male, 64) | |
| 4. The effect of food product sellers on people's health | • "Food vendors should be aware of the products they sell and classify them based on organic food or health labels and guide their customers." (Female, 62) | |
| 5. Attention to health in the future | • "Food is healthy if it does not cause health problems both in the short term and in the long term." (Female, 22) | |
| 6. Well-known and reliable food brands | • "If I want healthy food from outside, it must be a reputable brand." (Female, 23) | |
| Policy and Oversight | 1. Negligence of the Ministry of Health | • "If the Ministry of Health pays more attention to mandatory nutrition labels and their accuracy, it will benefit people's health." (Male, 62) |
| 2. Inserting false information about food to sell more | • "All necessary information must be real and correct, even if the goal is marketing." (Male, 61) |
| Rights and permissions | |
|
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |