Consumers' Preference for Sustainable Food

Food Consumption Clinical Trial

Official title:

Can we Prime Sustainable Food Choice? A Mix-methods Study

Clinical Trial Details — Status: Completed

Administrative data

• NCT number: NCT04955301
• Other study ID #: 201901231sv_a
• Status: Completed
• Phase: N/A
• Start date: September 27, 2022
• Est. completion date: December 31, 2023

Study information

• Verified date: January 2024
• Source: The University of Hong Kong
• Contact: n/a
• Is FDA regulated: No
• Study type: Interventional

Clinical Trial 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).

Recruitment information / eligibility

• Status: Completed
• Enrollment: 1000
• Est. completion date: December 31, 2023
• Est. primary completion date: December 31, 2023
• Accepts healthy volunteers: Accepts Healthy Volunteers
• Gender: All
• Age group: 18 Years and older

Eligibility

Inclusion Criteria:

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

Exclusion Criteria:

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

Related Conditions & MeSH terms

• Food Consumption

Intervention

Behavioral:
• Priming intervention
The priming manipulation will be embedded in one discrete choice experiment to test the effect of three priming interventions: priming with health benefits, environment benefits, and co-benefits of having sustainable diets, respectively, on consumers' preference for sustainable foods, and the relative importance of proximal attributes (e.g. taste and price) and distant attributes (e.g., attributes related to environmental sustainability) in determining food choice preference, as well as testing whether the effects of these three priming interventions can be modified by consumers' social orientation values. The cueing manipulation will be achieved by asking participants to complete a word-search exercise.

Locations

Country	Name	City	State
Hong Kong	HKU School of Public Health	Hong Kong

Sponsors (1)

Lead Sponsor	Collaborator
The University of Hong Kong

Country where clinical trial is conducted

Hong Kong, 

Outcome

Type	Measure	Description	Time frame	Safety issue
Primary	Consumers' preference for choosing sustainable foods measured by Discrete Choice Experiment	Measure name: consumers' food consumption preference; Measure tool: an online discrete choice experiment; Measure units: The frequency of choosing sustainable food	Within 1 day of randomization
Secondary	Measure participants' social orientation value using Social Orientation Value Scale	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.	Within 1 day of randomization