Eating Behavior Clinical Trial
Official title:
Out-of-home Consumer Food Purchase Behaviour in the Presence and Absence of Value Pricing and Price Promotions
It is important to understand the role that price-based incentives in the out-of-home food sector play in food purchasing, and whether they lead to positive savings for the consumer (as they would likely anticipate when making purchases), or whether these incentives lead to increased spending and increased purchasing of unhealthy products. Additionally, it is important to consider whether the impacts of price-based incentives differ according to a range of demographic characteristics. For example, some evidence suggests that effects of removing a price-based incentive are greater in individuals with a higher BMI. Evidence also suggests there may also be differences in impact according to socioeconomic position (SEP) as individuals in lower SEP groups reportedly use price-based incentives more frequently. If lower SEP individuals are more affected by price-based incentives (i.e. they prompt ordering in excess and greater spend), then the banning of such strategies could help to reduce health inequalities, by nudging lower SEP consumers toward healthier dietary choices in the OOH food sector. To date, it is unclear what effect policies which remove specific types of price-based incentives would be likely to have on consumer behaviour. In particular, individual product price reductions (e.g. £ off this product), bulk buy price reductions (e.g., Save £ when bought together) and volume value pricing (e.g., the price increase from a small to large portion size not being directly proportional to volume increase). Therefore our primary objectives are: • To observe the effect of removing price-based incentives (individual product price reductions, bulk buy price reductions, volume value pricing) in the OOH food sector on: - Energy purchased per household - Money spent per household Secondary Objectives: • To explore whether any effects of removing price-based incentives differ based on participant characteristics (BMI, SEP, food choice motives)
Status | Not yet recruiting |
Enrollment | 2051 |
Est. completion date | July 1, 2024 |
Est. primary completion date | June 20, 2024 |
Accepts healthy volunteers | Accepts Healthy Volunteers |
Gender | All |
Age group | 18 Years and older |
Eligibility | Inclusion Criteria: - Currently reside in the United Kingdom - Over the age of 18 years - Fluent English speaker Frequently use food delivery apps or websites (at least once a month, on average) - Frequently eat takeaway pizza (i.e. once every 2-3 months) - Can complete the study on a laptop or desktop Exclusion Criteria: - Partaking in a fast or other restrictive eating for religious reasons at time of participation - Dietary restrictions/intolerances including: - Gluten-free - Dairy-free - Sugar-free |
Country | Name | City | State |
---|---|---|---|
United Kingdom | University of Liverpool | Liverpool | Merseyside |
Lead Sponsor | Collaborator |
---|---|
University of Liverpool | Economic and Social Research Council, United Kingdom, Liverpool John Moores University, University of Bristol |
United Kingdom,
Type | Measure | Description | Time frame | Safety issue |
---|---|---|---|---|
Primary | Energy (kcal) ordered | The total energy content of the hypothetical food order | immediately after food choice | |
Primary | Monetary value of order | The total monetary value of the hypothetical food order | immediately after food choice | |
Primary | Likelihood of using a bulk-buy promotion | The likelihood of participants selecting a bulk-buy option or 'bundle' | immediately after food choice | |
Primary | Likelihood of selecting a larger or smaller size | The likelihood of participants selecting a larger or smaller size for food items with multi-size options | immediately after food choice |
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