Consumers' Emotional Reaction to Sustainability Cue

The University of Hong Kong (HKU)

Status: Completed

Conditions: Sustainable Food Consumption

Treatments: Behavioral: Priming intervention

Study type: Interventional

Funder types: Other

Identifiers

NCT04935203

201901231sv_b

Details and patient eligibility

About

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.

Enrollment: 200 patients

Sex: All

Ages: 18+ years old

Volunteers: Accepts Healthy Volunteers

Inclusion criteria

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

Exclusion criteria

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

Trial design

Primary purpose: Health Services Research

Allocation: Randomized

Interventional model: Parallel Assignment

Masking: Single Blind

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200 participants in 4 patient groups

Control message group

No Intervention group

Description:

Participants will not receive the priming manipulation.

Health benefits priming group

Experimental group

Description:

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..."

Treatment:

Behavioral: Priming intervention

Environmental benefits priming group

Experimental group

Description:

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..."

Treatment:

Behavioral: Priming intervention

Environmental and health co-benefits priming group

Experimental group

Description:

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..."

Treatment:

Behavioral: Priming intervention