Consumers' Preference for Sustainable Food

Not Applicable

Completed

• Conditions: Food Consumption
• Interventions: Behavioral: Priming intervention

• Registration Number: NCT04955301
• Lead Sponsor: The University of Hong Kong

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).

Detailed Description

Not available

Basic Information
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Recruitment & Eligibility
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Study & Design
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Trial Locations

Study Timeline

• Study First Submitted: 2021-06-04
• Study First Submitted QC: 2021-07-05
• Study First Posted: 2021-07-08
• Study Start: 2022-09-27
• Primary Completion: 2023-12-31
• Study Completion: 2023-12-31
• Status Verified: 2024-01
• Last Update Submitted: 2024-01-01
• Last Update Posted: 2024-01-03

Recruitment & Eligibility

• Status: COMPLETED
• Sex: All
• Target Recruitment: 1000

Inclusion Criteria

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

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Exclusion Criteria

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

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Study & Design

• Study Type: INTERVENTIONAL
• Study Design: PARALLEL

Arm && Interventions

Group	Intervention	Description
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..."
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..."
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
Consumers' preference for choosing sustainable foods measured by Discrete Choice Experiment	Within 1 day of randomization	* Measure name: consumers' food consumption preference; * Measure tool: an online discrete choice experiment; * Measure units: The frequency of choosing sustainable food

Secondary Outcome Measures

Name	Time	Method
Measure participants' social orientation value using Social Orientation Value Scale	Within 1 day of randomization	* Measure name: Social Orientation Value (SVO); * Measure tool: survey questionnaire; * Measure units: subjects can slide along a continuum of own-other payoff allocations, measure units should be the times participants choose own or self.

Trial Locations

Locations (1)

HKU School of Public Health; 🇭🇰 Hong Kong, Hong Kong