Consumers' Emotional Reaction to Sustainability Cue

Not Applicable

Completed

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.

Recruitment & Eligibility

Inclusion Criteria

Exclusion Criteria

Arm && Interventions

Group	Intervention	Description
Environmental and health co-benefits priming group	Priming intervention	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..."
Environmental benefits priming group	Priming intervention	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..."
Health benefits priming group	Priming intervention	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..."

Primary Outcome Measures

Name	Time	Method
Participants' choice of sustainable foods	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' eye movement data	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.
Participants' facial expression	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.

Secondary Outcome Measures

Name	Time	Method
Social orientation value	Immediately after they complete the computerized task with priming manipulation	Measure name: Social Orientation Value (SVO) Measure tool: survey questionnaire Measure units: Participants will be classified as prosocial, individualistic, or competitive if they made at least six or more choices consistent with one of the orientations.
Pro-environmental values	Immediately after they complete the computerized task with priming manipulation	Measure name: New Environmental Paradigm (a reduced 6-items version) Measure tool: Survey questionnaire Measure unit: All the responses will be measured on a 5-point agreement scale. Greater aggregated score indicates greater environmental concern.