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Can Product Information Steer towards Sustainable and Healthy Food Choices? A Pilot Study in an Online Supermarket

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  • Nadine E. van der Waal

    (Department of Communication and Cognition, Tilburg School of Humanities and Digital Sciences, Tilburg University, 5037 AB Tilburg, The Netherlands)

  • Frans Folkvord

    (Department of Communication and Cognition, Tilburg School of Humanities and Digital Sciences, Tilburg University, 5037 AB Tilburg, The Netherlands
    Open Evidence Research, 08005 Barcelona, Spain)

  • Rachid Azrout

    (Amsterdam School of Communication Research (ASCoR), University of Amsterdam, 1012 WX Amsterdam, The Netherlands)

  • Corine S. Meppelink

    (Amsterdam School of Communication Research (ASCoR), University of Amsterdam, 1012 WX Amsterdam, The Netherlands)

Abstract

Sustainable dietary choices have become increasingly important because of the current environmental threats the world is facing. Nonetheless, consumers find it difficult to assess a product’s sustainability and therefore make better choices. This pilot study tested whether explanatory product information about sustainability increased sustainable purchases in an online supermarket and whether additional health information increased message effectiveness. Perceived consumer effectiveness (i.e., the perception of the degree to which individual actions can contribute to environmental problems) and green skepticism were hypothesized to mediate the effect of message type, and environmental attitudes were included as the moderator. An experiment using a one-factor design was conducted among 101 participants who were assigned to one of three experimental conditions: sustainability claim only, explanatory sustainability claim, and explanatory sustainability and health claim. Analyses showed that an explanatory sustainability claim (regardless of whether this claim was accompanied by a health claim) led to fewer sustainable purchases through perceived consumer effectiveness but only for those with low environmental attitudes. No effects were found for the addition of a health claim. The results from this pilot provide insight for future studies that aim to examine how online supermarkets should communicate to increase sustainable purchases.

Suggested Citation

  • Nadine E. van der Waal & Frans Folkvord & Rachid Azrout & Corine S. Meppelink, 2022. "Can Product Information Steer towards Sustainable and Healthy Food Choices? A Pilot Study in an Online Supermarket," IJERPH, MDPI, vol. 19(3), pages 1-17, January.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:3:p:1107-:d:728495
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    References listed on IDEAS

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