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

Nadine E. van der Waal, Frans Folkvord, Rachid Azrout and Corine S. Meppelink
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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
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

IJERPH, 2022, vol. 19, issue 3, 1-17

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.

Keywords: sustainable purchase behavior; perceived consumer effectiveness; green skepticism; product information; sustainability claims; health claims (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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