Consumers' Preference for Sustainable Food

NCT ID: NCT04955301

Last Updated: 2024-01-03

Study Results

Results pending

The study team has not published outcome measurements, participant flow, or safety data for this trial yet. Check back later for updates.

Basic Information

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Recruitment Status

COMPLETED

Clinical Phase

NA

Total Enrollment

1000 participants

Study Classification

INTERVENTIONAL

Study Start Date

2022-09-27

Study Completion Date

2023-12-31

Brief Summary

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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).

Detailed Description

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Conditions

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Food Consumption

Study Design

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Allocation Method

RANDOMIZED

Intervention Model

PARALLEL

Primary Study Purpose

HEALTH_SERVICES_RESEARCH

Blinding Strategy

SINGLE

Outcome Assessors

Study Groups

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Control message group

Participants will not receive the priming manipulation.

Group Type NO_INTERVENTION

No interventions assigned to this group

Health benefits priming group

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..."

Group Type EXPERIMENTAL

Priming intervention

Intervention Type 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 benefits priming group

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..."

Group Type EXPERIMENTAL

Priming intervention

Intervention Type 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

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..."

Group Type EXPERIMENTAL

Priming intervention

Intervention Type 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.

Interventions

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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.

Intervention Type BEHAVIORAL

Eligibility Criteria

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Inclusion Criteria

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

Exclusion Criteria

* Subjects who have vegan or vegetarian diets
* Subjects who have to follow special diets due to illnesses will be excluded.
Minimum Eligible Age

18 Years

Eligible Sex

ALL

Accepts Healthy Volunteers

Yes

Sponsors

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The University of Hong Kong

OTHER

Sponsor Role lead

Responsible Party

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Qiuyan Liao

Assistant Professor

Responsibility Role PRINCIPAL_INVESTIGATOR

Locations

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HKU School of Public Health

Hong Kong, , Hong Kong

Site Status

Countries

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Hong Kong

Other Identifiers

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201901231sv_a

Identifier Type: -

Identifier Source: org_study_id

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