Young Consumers’ Attitudes and Behaviour Towards Sustainable and Healthy Eating

Overview

The purpose is to investigate young consumers' attitudes and behaviour towards sustainable and healthy eating by applying a multidisciplinary approach, taking into account economical, marketing, public health and environmental related issues. In order to achieve this goal, consumers' reactions on interactive tailored informational messages about sustainable from social, environmental and economical point of view, as well as healthy eating behaviour in a group of Polish young adults will be investigated. Main research questions that will be addressed: What is consumer's current behaviour and perception of sustainable healthy eating? What are factors determining consumers' reactions to messages about sustainable healthy eating? What are consumers' reactions on interactive tailored communication about sustainable and healthy eating behaviour? About 200 Polish consumers will take part in this randomized controlled trial. A stratified design will be used to recruit 18-30 years old adults using smart phones. The sample will be represented for gender and region. Participants will be randomly assigned to either a study or a control group. They will complete a baseline and follow-up survey. An application for smart phones will be developed by a professional IT company in order to deliver personalised messages to the participants. Intervention will take one month. Messages developed following the theory-linked definitions of behaviour change techniques will be sent to the participants every 2-3 days. The six principles of sustainable and healthy behaviour introduced in the campaign "Livewell 2020" will be used as a base to communicate to consumers.

Full Title of Study: “Young Consumers’ Attitudes and Behaviour Towards Sustainable and Healthy Eating”

Study Type

  • Study Type: Interventional
  • Study Design
    • Allocation: Randomized
    • Intervention Model: Parallel Assignment
    • Primary Purpose: Basic Science
    • Masking: None (Open Label)
  • Study Primary Completion Date: May 2016

Interventions

  • Behavioral: Consumer reactions to tailored messages sent via app
    • The intervention will take 1 month. Participants from the Intervention group will receive tailored messages every 2-3 days with a push notification. Additionally, interaction with the participants via the use of app is foreseen.

Arms, Groups and Cohorts

  • Experimental: Intervention group
    • Group receiving tailored messages promoting sustainable and healthy eating through an mobile-application together with six principles of sustainable healthy eating that will be included in the mobile application,
  • No Intervention: Control group
    • Group who will not download the mobile application

Clinical Trial Outcome Measures

Primary Measures

  • change in sustainable healthy eating behaviour measured by a Sustainable Healthy Eating index
    • Time Frame: baseline and follow up 2 months later

Secondary Measures

  • consumer attitudes towards sustainable healthy eating
    • Time Frame: baseline and follow up 2 months later
    • consumer attitudes towards sustainable healthy eating by means of quantitative questionnaire at the baseline survey prior to intervention and follow up survey after the intervention
  • consumer knowledge about sustainable healthy eating
    • Time Frame: baseline and follow up 2 months later
    • consumer subjective and objective knowledge about sustainable healthy eating by means of scales as a part of the quantitative questionnaire at the baseline survey prior to intervention and follow up survey after the intervention
  • Intention towards sustainable healthy eating
    • Time Frame: baseline and follow up 2 months later
    • Intention towards sustainable healthy eating by means of a scale as a part of the quantitative questionnaire at the baseline survey prior to intervention and follow up survey after the intervention
  • Behavioural determinants of sustainable healthy eating based on the Integrative Model
    • Time Frame: baseline and follow up 2 months later
    • Other behavioural determinants of sustainable healthy eating by means of quantitative questionnaire at the baseline survey prior to intervention and follow up survey after the intervention

Participating in This Clinical Trial

Inclusion Criteria

  • user of a smart phone
  • Internet user

Exclusion Criteria

  • user of an older version of a mobile phone

Gender Eligibility: All

Minimum Age: 18 Years

Maximum Age: 30 Years

Are Healthy Volunteers Accepted: Accepts Healthy Volunteers

Investigator Details

  • Lead Sponsor
    • Zuzanna Pieniak
  • Collaborator
    • National Science Centre, Poland
  • Provider of Information About this Clinical Study
    • Sponsor-Investigator: Zuzanna Pieniak, phd – Consumer and Sensory Research Institute Ltd, Poland

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