Young Consumers' Attitudes and Behaviour Towards Sustainable and Healthy Eating

Study Overview
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Brief Summary
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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.

Official Title
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Young Consumers' Attitudes and Behaviour Towards Sustainable and Healthy Eating

Conditions
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Sustainable Healthy Eating Behaviour

Intervention / Treatment
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* Behavioral: Consumer reactions to tailored messages sent via app


Participation Criteria
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Eligibility Criteria
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Inclusion Criteria: user of a smart phone Internet user Exclusion Criteria: user of an older version of a mobile phone

Ages Eligible for Study
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Minimum Age: 18 Years
Maximum Age: 30 Years

Sexes Eligible for Study
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All

Accepts Healthy Volunteers
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Accepts Healthy Volunteers

Study Plan
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How is the study designed?
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Design Details

Primary Purpose: Basic Science
Allocation: Randomized
Intervention Model: Parallel Assignment
Masking: None (Open Label)


Arms and Interventions

| Participant Group/Arm | Intervention/Treatment |
| --- | --- |
| Experimental: Intervention group<br>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, | Behavioral: Consumer reactions to tailored messages sent via app<br>* 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.<br>|
| No Intervention: Control group<br>Group who will not download the mobile application | |

What is the study measuring?
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Primary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| change in sustainable healthy eating behaviour measured by a Sustainable Healthy Eating index |  | baseline and follow up 2 months later | 

Secondary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| consumer attitudes towards sustainable healthy eating | 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 | baseline and follow up 2 months later | 
| consumer knowledge about sustainable healthy eating | 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 | baseline and follow up 2 months later | 
| Intention towards sustainable healthy eating | 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 | baseline and follow up 2 months later | 
| Behavioural determinants of sustainable healthy eating based on the Integrative Model | 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 | baseline and follow up 2 months later | 

 Terms related to the study
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Keywords Provided by Centre Hospitalier Valida
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sustainable healthy eating, consumer behaviour, consumer attitudes