Marketing and Consumer Behaviour Group, Wageningen University & Research, Hollandseweg 1, 6706 KN, Wageningen, the Netherlands.
Int J Behav Nutr Phys Act. 2021 Dec 4;18(1):156. doi: 10.1186/s12966-021-01222-8.
Online grocery stores offer opportunities to encourage healthier food choices at the moment that consumers place a product of their choice in their basket. This study assessed the effect of a swap offer, Nutri-Score labeling, and a descriptive norm message on the nutrient profiling (NP) score of food choices in an online food basket. Additionally explored was whether these interventions made it more motivating and easier for consumers to select healthier foods and whether potential effects were moderated by consumer health interest.
Hypotheses were tested with a randomized controlled trial (RCT) in a simulated online supermarket. Dutch participants (n = 550) chose their preferred product out of six product options for four different categories (breakfast cereals, crackers, pizza, and muesli bars). Participants were randomly allocated to one of eight groups based on the interventions in a 2 (Nutri-Score: present, not present) X 2 (swap offer: present, not present) X 2 (norm message: present, not present) between subject design. The primary outcome was the difference in combined NP score of product choices, for which a lower score represented a healthier product.
Swap offer (B = - 9.58, 95% CI: [- 12.026; - 7.132], Ƞ = 0.098) and Nutri-Score labeling (B = - 3.28, 95% CI: [- 5.724; -.829], Ƞ = 0.013) significantly improved the combined NP score compared to the control condition (NP score M = 18.03, SD = 14.02), whereas a norm message did not have a significant effect (B = - 1.378, 95% CI [- 3.825; 1.070], Ƞ = 0.002). No evidence was found that interventions made it more motivating or easier for consumers to select healthier food, but situational motivation significantly influenced the healthiness score of food choices for both swap offer (b = - 3.40, p < .001) and Nutri-Score (b = - 3.25, p < .001). Consumer health interest only significantly moderated the influence of Nutri-Score on ease of identifying the healthy food option (b = .23, p = .04).
Swap offer and Nutri-Score labeling were effective in enhancing healthy purchase behavior in the online store environment.
This study was retrospectively registered in the ISRCTN database on 02-09-2021 ( ISRCTN80519674 ).
在线杂货店提供了在消费者将他们选择的产品放入购物篮的那一刻鼓励更健康食品选择的机会。本研究评估了交换优惠、Nutri-Score 标签和描述性规范信息对在线食品篮中食品选择的营养评分 (NP) 的影响。还探讨了这些干预措施是否使消费者更有动力和更容易选择更健康的食品，以及潜在的效果是否受到消费者健康兴趣的调节。
在模拟在线超市中进行了一项随机对照试验 (RCT) 以检验假设。荷兰参与者 (n=550) 从六个产品选项中选择他们首选的产品，用于四个不同类别 (早餐麦片、饼干、比萨和燕麦棒)。参与者根据干预措施在 2 (Nutri-Score：存在，不存在) X 2 (交换优惠：存在，不存在) X 2 (规范信息：存在，不存在)之间的受试者设计被随机分配到八个组之一。主要结果是产品选择的综合 NP 评分的差异，较低的评分代表更健康的产品。
与对照组相比，交换优惠 (B=-9.58，95%CI：[-12.026；-7.132]，Ƞ=0.098) 和 Nutri-Score 标签 (B=-3.28，95%CI：[-5.724；-.829]，Ƞ=0.013) 显著改善了综合 NP 评分（NP 评分 M=18.03，SD=14.02），而规范信息没有产生显著影响（B=-1.378，95%CI [-3.825；1.070]，Ƞ=0.002）。没有证据表明干预措施使消费者更有动力或更容易选择更健康的食物，但情境动机显著影响了交换优惠（b=-3.40，p<0.001）和 Nutri-Score（b=-3.25，p<0.001）对食品选择健康程度的影响。消费者健康兴趣仅显著调节 Nutri-Score 对识别健康食品选项的难易程度的影响（b=0.23，p=0.04）。
交换优惠和 Nutri-Score 标签在增强在线商店环境中的健康购买行为方面是有效的。
本研究于 2021 年 9 月 2 日在 ISRCTN 数据库中进行了回顾性注册（ISRCTN80519674）。
Zotero 插件
