Consumers' Preference for Sustainable Food

NCT04955301 | Completed

• 1 other identifier: 201901231sv_a
• Study Type: interventional
• Target: 1,000
• Locations: 1 country
• Sites: 1

Brief Summary

This study aims to test and compare the effectiveness of three priming interventions on consumers' selection of sustainable foods: priming with environmental benefits, health benefits and co-benefits (environment and health benefits).

Conditions

Food Consumption

Outcome Measures

Primary Outcomes (1)

• Consumers' preference for choosing sustainable foods measured by Discrete Choice Experiment

  * Measure name: consumers' food consumption preference * Measure tool: an online discrete choice experiment * Measure units: The frequency of choosing sustainable food

  Within 1 day of randomization

Secondary Outcomes (1)

• Measure participants' social orientation value using Social Orientation Value Scale

  Within 1 day of randomization

Study Arms (4)

Control message group

NO INTERVENTION

Participants will not receive the priming manipulation.

Health benefits priming group

EXPERIMENTAL

Participants will be cueing with health benefits by asking to do a word-search exercise beginning with: "In the following, please choose words/statements that can indicate that having a healthy and sustainable diet can have health benefits, such as..."

Behavioral: Priming intervention

Environmental benefits priming group

EXPERIMENTAL

Participants will be cueing with environmental benefits by asking to do a word-search exercise beginning with: "In the following, please choose words/statements that can indicate that having a healthy and sustainable diet can have environmental benefits, such as..."

Behavioral: Priming intervention

Environmental and health co-benefits priming group

EXPERIMENTAL

Participants will be cueing with environmental and health co-benefits by asking to do a word-search exercise beginning with: "In the following, please choose words/statements that can indicate that having a healthy and sustainable diet can have both benefits for health and the environment, such as..."

Behavioral: Priming intervention

Interventions

Priming intervention BEHAVIORAL

The priming manipulation will be embedded in one discrete choice experiment to test the effect of three priming interventions: priming with health benefits, environment benefits, and co-benefits of having sustainable diets, respectively, on consumers' preference for sustainable foods, and the relative importance of proximal attributes (e.g. taste and price) and distant attributes (e.g., attributes related to environmental sustainability) in determining food choice preference, as well as testing whether the effects of these three priming interventions can be modified by consumers' social orientation values. The cueing manipulation will be achieved by asking participants to complete a word-search exercise.

Environmental and health co-benefits priming group; Environmental benefits priming group; Health benefits priming group

Eligibility Criteria

• Age: 18 Years+
• Sex: all
• Healthy Volunteers: Yes
• Age Groups: Adult (18-64), Older Adult (65+)

You may qualify if:

• Subjects should be aged 18 years or above
• Hong Kong residents
• Be able to read Chinese

You may not qualify if:

• Subjects who have vegan or vegetarian diets
• Subjects who have to follow special diets due to illnesses will be excluded.

Sponsors & Collaborators

• The University of Hong Kong: lead

Study Sites (1)

HKU School of Public Health

Hong Kong, Hong Kong

Location

Study Design

• Study Type: interventional
• Phase: not applicable
• Allocation: RANDOMIZED
• Masking: SINGLE
• Who Masked: OUTCOMES ASSESSOR
• Purpose: HEALTH SERVICES RESEARCH
• Intervention Model: PARALLEL
• Sponsor Type: OTHER
• Responsible Party: PRINCIPAL INVESTIGATOR
• PI Title: Assistant Professor

Study Record Dates

• First Submitted: June 4, 2021
• First Posted: July 8, 2021
• Study Start: September 27, 2022
• Primary Completion: December 31, 2023
• Study Completion: December 31, 2023
• Last Updated: January 3, 2024

Record last verified: 2024-01

Locations

HK (1)