Examining the effectiveness of behaviour change techniques for improving safe egg handling behaviours: A randomised prospective experimental study

Abstract

Media campaigns aim to improve safe food handling behaviours; however, their efficacy is still being determined. As safe egg handling behaviours are among the more difficult safe food handling behaviours to change, media campaigns may benefit from the addition of behaviour change techniques to campaigns to improve efficacy. Thus, the aim of this study was to determine whether behaviour change techniques are effective for improving safe egg handling behaviours among consumers. One hundred and forty-eight participants, completed two online surveys, two-weeks apart. Participants completed measures of safe egg handling knowledge, behaviour, intention, and other psychological variables in the first online survey. Participants were then randomly allocated to three groups, and either (1) watched a 30-s video advertisement designed to promote safe egg handling, (2) watched the 30-s video and completed behaviour change tasks, or (3) did not watch the video or complete the tasks. In the second online survey, all participants completed all measures again, excluding the intervention tasks. Findings indicated that behaviour change techniques were effective for improving knowledge and some psychological constructs, however, the behaviour change techniques were no more useful for improving behaviour than the video or mere participation in the study. The use of behaviour change techniques in safe egg handling media campaigns may be beneficial, though, further research is needed.