(P22-035-23) Targeted Messaging Techniques to Encourage Healthy Food Purchasing: A Proposed Study Protocol

Objectives: The present study will utilize vignette methodology to assess the effectiveness of various messaging techniques to influence adults’ intention to purchase healthy foods. The specific aims include: 1) assess the validity and reliability of a vignette survey to assess participants’ intention to purchase healthy foods; 2) compare the relative influence of food product messaging on their intention; 3) examine whether messaging impacts intention differently by sociodemographics (i.e., age, race/ethnicity, and SNAP participation).

Methods: In phase 1 of the proposed study, n=20 participants will complete the survey and participate in cognitive interviews to determine survey reliability and validity. In phase 2, the finalized online survey will be completed by n=1000 participants. A diverse sample of participants will be recruited online and in person via flyers, word-of-mouth, relevant listservs. Participants will randomly view three versions of the food label and be asked how likely they are to purchase the product and why. The survey will vary the following components: 1) food type (yogurt, cereal, or black beans); 2) cost (25% off coupon vs. no coupon); 3) FDA “Healthy” logo (logo vs. no logo); 4) shopper rating (3-star rating vs. 5 star rating). Data will be analyzed using a between subjects mixed effects regression analysis with fixed effects for label attributes and random effects for respondent. Multigroup analysis will be used to assess differences in mean scores between sample subgroups (i.e., age, SNAP participants, and race/ethnicity). Open-ended survey items will be summarized qualitatively to provide greater detail on the decision-making process.

Results: We expect the results to provide valuable insight into key factors impacting food purchasing decisions and whether this varies by age, race/ethnicity or socioeconomic status.

Conclusions: Findings can inform health promotion campaigns and the application of tailored messaging techniques.

Funding Sources: Internal funding: University of Pittsburgh School of Education 2022 Student Research Grant