Can we Prime Sustainable Food Choice? A Mix-methods Study
Trial Snapshot
- Phase
- Not Applicable
- Status
- Completed
- Sponsor
- The University of Hong Kong
- Enrollment
- 200
- Locations
- 2
- Primary Endpoint
- Participants' choice of sustainable foods
Study Overview
Brief Summary
This will be a randomized control trial (RCT) to examine whether the three priming interventions (health priming, environmental sustainability priming, and co-benefits priming) work to change consumers' sustainable food choice through their effects on changing consumers' emotional reaction when seeing foods with cues of environmental sustainability, which will be indicated by measuring consumers' facial expression, eye movement and pupil dilation.
Study Design
- Study Type
- Interventional
- Allocation
- Randomized
- Intervention Model
- Parallel
- Primary Purpose
- Health Services Research
- Masking
- Single (Outcomes Assessor)
Eligibility Criteria
- Ages
- 18 Years to — (Adult, Older Adult)
- Sex
- All
- Accepts Healthy Volunteers
- Yes
Inclusion Criteria
- •Subjects should be aged 18 years or above
- •Subjects should be Hong Kong residents
- •Subjects should be able to read Chinese
Exclusion Criteria
- •Subjects who have vegan or vegetarian diets will be excluded
- •Subjects who have to follow special diets due to illnesses will be excluded
- •Subjects domestic helpers will also be excluded
Outcomes
Primary Outcomes
Participants' choice of sustainable foods
Time Frame: Immediately after they are exposed to priming manipulation
Measure name: Participants' food choice for sustainable food Measure tool: E-prime Measure process: During the computerized task, participants will examine a series of food products. Subsequently participants will be directed to simulated webpage for online shopping with all the foods they have examined available and they are required to buy three products they like most with the available budget provided. Measure units: Participants' actual food choice, whether they prefer choosing more sustainable food.
Participants' facial expression
Time Frame: Immediately after they are exposed to priming manipulation
Measure name: Participants' facial expression measured by pupil diameters Measure tool: E-prime with Tobii Pro eye trackers Measure units: Pupil diameters will be used to compare difference when participants view the less or more sustainable foods. The larger pupillary variations is an indicator of interest in the products.
Participants' eye movement data
Time Frame: Immediately after they are exposed to priming manipulation
Measure name: Participants' eye movement data Measure tool: E-prime with Tobii Pro eye trackers Measure units: Count frequency of looking at the environmentally friendly logo for each food category. Greater number indicates greater degree of attention and interest.
Secondary Outcomes
- Social orientation value(Immediately after they complete the computerized task with priming manipulation)
- Pro-environmental values(Immediately after they complete the computerized task with priming manipulation)
Investigators
Qiuyan Liao
Assistant Professor
The University of Hong Kong