Information, ingestion, and impulsivity: The impact of technology-enabled healthy food labels on online grocery shopping in impulsive and non-impulsive consumers

Frontiers in Nutrition

Nutrition

Asle Fagerstrøm¹  Nikola Ljusic¹  Valdimar Sigurdsson²  Erik Arntzen³ 

[1] Behavior and Technology Lab, School of Economics, Innovation, and Technology, Kristiania University College, Oslo, Norway;Centre for Research in Marketing and Consumer Psychology, Department of Business Administration, School of Social Sciences, Reykjavik University, Reykjavik, Iceland;Experimental Studies of Complex Human Behavior, Department of Behavioral Science, Faculty of Health Sciences, Oslo Metropolitan University, Oslo, Norway;

关键词: consumer behavior;    technology;    food labels;    online grocery;    delay discounting;    impulsivity;   

DOI  :  10.3389/fnut.2023.1129883

 received in 2022-12-22, accepted in 2023-03-10,  发布年份 2023

来源: Frontiers

【 摘 要 】

IntroductionUnhealthy food consumption is a problem for society, companies, and consumers. This study aims to contribute to knowledge regarding such issues by investigating how technology-enabled healthy food labels can impact food choice in an online grocery store context. We conceptualized unhealthy and healthy food choice as a matter of impulsivity problems. Three technology-enabled healthy food labels were derived based on variables that might impact self-control, and their influence on food choice was investigated.MethodsThe empirical study consisted of three parts. In the first part, participants’ impulsivity was measured using an adjusting delay task. Part two investigated the effects of self-monitoring, pre-commitment, and social comparison-based technology-enabled healthy food labels on food choice in a hypothetical online grocery shopping setting using a choice-based conjoint experiment. Lastly, in the third part, three where demographical questions were asked.ResultsThe results (n = 405) show that self-monitoring, pre-commitment, and social comparison-based technology-enabled healthy food labels had the most to least impact on food choice in that order. Furthermore, the results indicate that self-monitoring and pre-commitment labels had more impact on the choice for impulsive compared to non-impulsive participants. Similarly, the results indicate that social comparison had more impact on choice for non-impulsive participants. These findings suggest that self-monitoring of previous healthy food choices might be more effective than pre-commitment based on discounts for healthy food products. However, these differences were minor.DiscussionThis finding has managerial implications as grocery stores might increase their revenue by introducing self-monitoring labels in an online grocery shopping setting. Future research should investigate these technology-enabled healthy food labels in natural food purchase settings.

【 授权许可】

Unknown   
Copyright © 2023 Ljusic, Fagerstrøm, Sigurdsson and Arntzen.