NCT04955301

Consumers' Preference for Sustainable Food

Can we Prime Sustainable Food Choice? A Mix-methods Study

• Status: Completed
• Phase: N/A
• Study type: Interventional
• Enrollment: 1,000 (actual)
• Sponsor: The University of Hong Kong · Academic / Other
• Sex: All
• Age: 18 Years
• Healthy volunteers: Accepted

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

Interventions

Type	Name	Description
BEHAVIORAL	Priming intervention	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.

Timeline

• Start date: 2022-09-27
• Primary completion: 2023-12-31
• Completion: 2023-12-31
• First posted: 2021-07-08
• Last updated: 2024-01-03

Locations

1 site across 1 country: Hong Kong