Healthy and environmentally sustainable food choices: Consumer responses to point-of-purchase actions

Hoek, A.C., Pearson, D., James, S.W., Lawrence, M.A. and Friel, S. 2017, Healthy and environmentally sustainable food choices: Consumer responses to point-of-purchase actions, Food quality and preference, vol. 58, pp. 94-106, doi: 10.1016/j.foodqual.2016.12.008.

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Title Healthy and environmentally sustainable food choices: Consumer responses to point-of-purchase actions
Author(s) Hoek, A.C.
Pearson, D.
James, S.W.
Lawrence, M.A.ORCID iD for Lawrence, M.A.
Friel, S.
Journal name Food quality and preference
Volume number 58
Start page 94
End page 106
Total pages 13
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2017-06
ISSN 0950-3293
Keyword(s) choice experiment
food choice
Summary There are numerous government and industry actions that could advance consumer choices for healthier and environmentally sustainable food products. This study investigates the effect of point-of-purchase actions; price changes, health and/or environment logos, health and/or environment product information labels. Three hypothetical choice experiments investigated choices between specific products and their healthy and sustainable alternatives: rice (white versus brown rice, n = 280), meat (beef versus kangaroo steak, n = 344) and tomatoes (tinned versus fresh tomatoes for a tomato sauce, n = 320). Data was collected via an online survey from a representative nationwide sample of Australian household grocery buyers (N = 944). Results show that the effects of the investigated actions are very product and consumer segment dependent. In general, price changes, particularly a decreased price (subsidy) for the healthy and sustainable alternatives, had a bigger effect on shifting choices than did a logo and/or label. Product similarity seems to play an important role as we observed the greatest shift in choices in the rice experiment with more respondents opting for brown rice instead of white rice. The responsiveness of consumers to the investigated measures was largely influenced by whether they were familiar with, and liked, the healthy and sustainable product alternative. In conclusion this study indicates that point-of-purchase actions may partially contribute to advance uptake of healthy and sustainable food alternatives. The effects of such measures are expected to be greater when these alternatives are more similar to the standard products for their sensory properties, convenience, product liking and familiarity.
Language eng
DOI 10.1016/j.foodqual.2016.12.008
Field of Research 111799 Public Health and Health Services not elsewhere classified
0908 Food Sciences
1505 Marketing
Socio Economic Objective 920499 Public Health (excl. Specific Population Health) not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2017, Elsevier
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Document type: Journal Article
Collections: Faculty of Health
School of Exercise and Nutrition Sciences
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