Skip to main content
OpenTrials
Completed

NCT Number: NCT04955301

Consumers' Preference for Sustainable Food

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).

Completed

Looking for future studies?

Notify Me

Key information

Conditions

Food Consumption

Age range

18 year and older

Sex eligibility

All sexes

Study type

Interventional

Phase

Not applicable

Primary location

HKU School of Public Health

Hong Kong

Who can participate

Healthy volunteers accepted: Yes

Only the study team can determine whether someone qualifies for participation.

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.

Treatment and study plan

Priming intervention

Behavioral

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.

Primary outcomes

  1. Consumers' preference for choosing sustainable foods measured by Discrete Choice Experiment

    Time frame: 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 outcomes

  1. Measure participants' social orientation value using Social Orientation Value Scale

    Time frame: 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.

Sponsors and collaborators

Lead sponsor

The University of Hong Kong

Other

Registry information

Official study title

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

Important dates

Study start
2022
Primary completion
2023
Study completion
2023
First posted
Jul 8, 2021
Registry last updated
Jan 3, 2024

OpenTrials presents study information sourced from ClinicalTrials.gov. The official registry record should be consulted for the latest information.

View the official ClinicalTrials.gov record (opens in a new tab)

This listing is for discovery and informational purposes only. It is not medical advice, does not guarantee that a study is recruiting, and does not determine eligibility. Contact the study team and a qualified healthcare professional when considering participation.

Related clinical trials

Published trials that share one or more normalized conditions with this study.