Understanding Perceptions of and Reactions to Different Food Label Designs
试验速览
- 阶段
- 不适用
- 状态
- 已完成
- 入组人数
- 14,720
- 试验地点
- 1
- 主要终点
- Intention to purchase
研究概览
简要总结
The primary objective of this study is to explore perceptions and understanding of different menu label designs related to sustainability and environmental harm. Participants will be randomized to view a fast-food menu featuring one of seven labeling conditions and then will answer questions about the participant's reactions to and interpretations of the label, perceived label effectiveness, intention to purchase a menu item with the label, as well as perceptions of two fast-food menu items.
详细描述
This survey will explore the perceptions and understanding of different hypothetical menu label designs related to sustainability and environmental harm compared to a control label The survey research firm CloudResearch will recruit a sample of ~12,400 adults aged 18 years and older who reside in the United States.
Participants will be randomized to view a fast-food online ordering menu with one of seven labeling schemes applied: (1) a QR code on all items (control); (2) Low Sustainability labels; (3) Unsustainable labels; (4) Environmental Harm labels; (5) High Environmental Harm labels; (6) High Environmental Cost labels; and (7) numeric Environmental Cost labels on all items. All fast-food menus will include a selection of main entrée items. The control QR code and numeric environmental cost labels will display labels on all menu items. All other label conditions will apply labels only to items with higher environmental impact as defined by ingredient-level environmental impact estimates based on the Cool Food Pledge Calculator.
Participants will be shown the menu and the label in isolation and will then be asked about interpretations of the label, reactions to the label, perceived message effectiveness (PME) of the label, how helpful the participants find the label to be, and the intention to purchase a menu item with the label. The participants will also be shown two different individual fast-food items with the label to which the participants were randomized (if applicable) in random order and asked about the perceived appeal, healthfulness, and environmental impact of the menu items.
The primary outcome in this exploratory study will be intention to purchase a hypothetical menu item with the label shown. Secondary outcomes include label interpretation, perceived label understandability, perceived label believability, perception that the label grabbed attention, perceived message effectiveness (PME) of the label, perceived helpfulness of the label, perceived level of appeal of menu items, perceived level of healthfulness of menu items, and perceived environmental impact of menu items.
研究设计
- 研究类型
- Interventional
- 分配方式
- Randomized
- 干预模型
- Parallel
- 主要目的
- Prevention
- 盲法
- None
入排标准
- 年龄范围
- 18 Years 至 —（Adult, Older Adult）
- 性别
- All
- 接受健康志愿者
- 是
入选标准
- •18 years of age or older
- •Member of the CloudResearch panel
- •Residing in the United States
排除标准
- •- <18 years of age
- •Not residing in the United States
- •Completed the survey implausibly quickly based on the distribution of the time to complete the survey among all participants
- •Failed the built-in Qualtrics survey fraud detection measures
- •Failed the attention check question included in the survey
研究组 & 干预措施
Low Sustainability Labels
A red icon-plus-text label that reads "LOW SUSTAINABILITY" in white text will be placed beneath menu items with a high environmental impact, defined by ingredient-level environmental impact estimates from the Cool Food Pledge Calculator.
Labels will include a white globe icon directly preceding the label text.
干预措施: Low Sustainability Labels (Behavioral)
Control (QR) labels
A black label featuring a QR code and white text that reads "SCAN HERE" will be placed beneath all main menu items.
干预措施: Control (QR) Labels (Behavioral)
Unsustainable Labels
A red icon-plus-text label that reads "UNSUSTAINABLE" in white text will be placed beneath menu items with a high environmental impact, defined by ingredient-level environmental impact estimates from the Cool Food Pledge Calculator. Labels will include a white globe icon directly preceding the label text.
干预措施: Unsustainable Labels (Behavioral)
Environmental Harm Labels
A red icon-plus-text label that reads "ENVIRONMENTAL HARM" in white text will be placed beneath menu items with a high environmental impact, defined by ingredient-level environmental impact estimates from the Cool Food Pledge Calculator. Labels will include a white globe icon directly preceding the label text.
干预措施: Environmental Harm Labels (Behavioral)
High Environmental Harm Labels
A red icon-plus-text label that reads "HIGH ENVIRONMENTAL HARM" in white text will be placed beneath menu items with a high environmental impact, defined by ingredient-level environmental impact estimates from the Cool Food Pledge Calculator. Labels will include a white globe icon directly preceding the label text.
干预措施: High Environmental Harm Labels (Behavioral)
High Environmental Cost Labels
A red icon-plus-text label that reads "HIGH ENVIRONMENTAL COST" in white text will be placed beneath menu items with a high environmental impact, defined by ingredient-level environmental impact estimates from the Cool Food Pledge Calculator. Labels will include a white triangle icon with a dollar sign directly preceding the label text.
干预措施: High Environmental Cost Labels (Behavioral)
Numeric Environmental Cost Labels
Numeric Environmental Cost labels will be placed beneath all menu items and display the estimated dollar value associated with the item's True Cost Accounting which calculates the additional cost of a commodity by accounting for environmental and social costs. The label will read "ENVIRONMENTAL COST" in white text followed by a dollar value (i.e., +$6.01). All labels have a solid red background and an icon-plus-text design. A white globe icon will precede the text.
干预措施: Numeric Environmental Cost Labels (Behavioral)
结局指标
主要结局
Intention to purchase
时间窗: Immediately after viewing the menu excerpt and label image
Intention to purchase is measured with the survey question: "How likely would you be to purchase a menu item with this label?" Response options are a 7-point Likert scale: 1=Very unlikely, 2=Unlikely, 3=Somewhat unlikely, 4=Neither likely nor unlikely, 5=Somewhat likely, 6=Likely, 7=Very likely. A higher rating is better.
次要结局
- Label interpretation(Immediately after viewing the menu excerpt)
- Perceived label understandability(Immediately after viewing the menu excerpt and label image)
- Perceived label believability(Immediately after viewing the menu excerpt and label image)
- Perception that label grabbed attention(Immediately after viewing the menu excerpt and label image)
- Perceived message effectiveness (PME) as assessed by the University of North Carolina (UNC)-PME scale(Immediately after viewing the menu excerpt and label image)
- Perceived label helpfulness(Immediately after viewing the menu excerpt and label image)
- Label interpretation(Immediately after viewing the menu excerpt)
- Perceived label understandability(Immediately after viewing the menu excerpt and label image)
- Perceived label believability(Immediately after viewing the menu excerpt and label image)
- Perception that label grabbed attention(Immediately after viewing the menu excerpt and label image)
- Perceived message effectiveness (PME) as assessed by the University of North Carolina (UNC)-PME scale(Immediately after viewing the menu excerpt and label image)
- Perceived label helpfulness(Immediately after viewing the menu excerpt and label image)