Healthy Food Purchases Research Articles

Credibility Counts: The Impact of Social Media Influencers on Healthy and Nutritious Food Purchase Intention in Sri Lanka

The study aims to examine the influence of social media influencers' credibility spe-cifically expertise, trustworthiness, and attractiveness on consumers' purchase inten-tions of healthy and nutritious food in Sri Lanka. As non-communicable diseases con-tinue to rise, understanding how influencers can effectively promote healthier eating choices is critical for marketers and public health professionals. A cross-sectional sur-vey was administered to 385 social media users, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research is grounded in Oha-nian’s Source Credibility Model, which explores how the credibility dimensions of in-fluencers impact consumers’ purchase intention. The results demonstrate that all three dimensions of influencer credibility significantly affect purchase intentions, with at-tractiveness exerting the greatest influence, followed by trustworthiness and expertise. This highlights the pivotal role influencers play in shaping consumer preferences, par-ticularly in the health and wellness sectors. This study adds to the limited research on the role of influencer marketing in developing markets, specifically Sri Lanka. It offers actionable insights for brands and public health campaigns, emphasizing the im-portance of leveraging credible influencers to encourage healthier consumer habits. The study also opens avenues for future research, including the examination of influ-encer credibility across different industries and the long-term effects of influencer mar-keting on consumer behavior.

Supermarkets, do they make the healthy choice the easy choice? A review of the healthfulness of the supermarket food environment.

The over consumption of high fat, sugar, and salt foods increases population risk of overweight, obesity and diet-related noncommunicable diseases. The food environment mediates consumer food choices and thus plays an important role in diet quality and related health outcomes. The built food environment, where most people in high income countries access their food, has been found to be obesogenic. The aim of this review was to investigate the healthfulness of the supermarket food environment. Supermarkets are an important source of healthy foods in the built food environment. However, there are disparities in access to supermarkets, and in several countries, supermarkets located in areas of higher deprivation have an unhealthier consumer food environment. This double burden limits access to healthy foods amongst lower socio-economic groups, contributing to widening disparities in food-related ill health. There is a strong body of evidence supporting improved purchase of healthy foods by increasing the healthfulness of the supermarket consumer food environment. Voluntary measures co-designed with retailers to improve the healthfulness of the supermarket consumer food environment through restriction of product placement and private label reformulation have led to an increase in healthier food purchases. However, evidence also shows that mandatory, structural changes are most effective for improving disparities in relation to access to healthy food and diet-related ill health. Future research and policy related to the supermarket food environment should consider equitable access to healthy sustainable foods in the context of growth in online supermarkets.

The Healthy Supermarket Coach: effects of a nutrition peer-education intervention in Dutch supermarkets on adolescents’ food purchases

BackgroundDutch adolescents predominantly purchase unhealthy snacks in supermarkets, which negatively influence their health. The aim of this study was to investigate the short- and longer-term effects of a nutrition peer-education intervention in supermarkets on food purchases and determinants of food purchase behaviour among adolescents of different education levels.MethodsWe performed a quasi-experimental study in three supermarkets (two intervention and one comparison school) in Amsterdam, the Netherlands. The intervention schools received a 45-min peer-education workshop in the supermarket near their school, and the comparison school received no intervention. The workshops also included a 2-week ‘healthy snacking challenge’ and were led by two young supermarket employees. Measurements were performed 2 weeks before the intervention (T0) 2 weeks after (T1) and 3 months (T2) after the intervention. Cash receipts were used to examine food purchases (n = 458) and questionnaires to examine determinants of food purchase behaviour (n = 463).ResultsThe nutrition peer-education intervention did not improve food purchases but did improve several determinants of food purchase behaviour. Adolescents from the intervention schools reported improved nutritional knowledge (β = 0.38, 95% CI: 0.04–0.72) at T1, more favourable attitudes (β = 0.21, 95% CI: 0.00–0.42) and stronger social support (β = 0.27, 95% CI: 0.02–0.53) for healthy food purchases at T2 compared to those from the comparison schools. Adolescents with a low level of education reported more short- and longer-term improvements of determinants of food purchase behaviour compared to those with a higher level of education.ConclusionsWhile nutrition peer education in supermarkets did not improve adolescents’ food purchases in the supermarket, determinants of food purchase behaviour did improve. The intervention was especially effective among adolescents with a low level of education. Nevertheless, to promote healthy food purchases of adolescents in supermarkets, more efforts are needed.

Can nudge interventions targeting healthy food purchases in real-world grocery stores reduce diet-related health disparities? A pooled analysis of four controlled trials

BackgroundHealthy food nudges may be more, or especially, effective among groups experiencing socioeconomic disadvantage. We investigated the modifying role of socioeconomic and demographic characteristics in the effectiveness of nudge interventions targeting healthy foods in real-world grocery store settings on food purchasing patterns.MethodsWe pooled individual participant data from multiple trials. Eligible trials were identified via a PubMed search and selected based on having a controlled real-world design, testing a nudging intervention promoting healthy purchases, while collecting participants’ sociodemographic and purchasing data. Out of four eligible trials, three had longitudinal measurements, one consisted of a single time point, two were randomised and two were not. Applied nudges consisted of a combination of placement nudges (focussing on availability or positioning) and property nudges (presentation and/or information). Harmonised data included dichotomised socioeconomic and demographic variables and the percentage of purchased fruits and vegetables of total purchases. Multilevel meta-regression based on linear mixed-effects models were used to explore modifying effects using two approaches: longitudinal and cross-sectional analyses.ResultsThe analytical sample in the longitudinal analysis comprised of 638 participants, who were predominantly female (76.3%), had a lower education attainment (67.7%), and a mean age of 46.6 years (SD 13.5). These characteristics were similar in the cross-sectional analysis (n = 855). Compared to control group participants, there was no main effect of healthy food nudges on the percentage of fruit and vegetable purchases by intervention group participants in the longitudinal analysis (β = 0.00; 95%CI -0.03, 0.09). This main effect was not modified by educational attainment (βgroup*higher education = -0.06; -0.40, 0.02), sex (βgroup*females = 0.13; -0.00, 0.61) nor age (βgroup*older adults = -0.05; -0.39, 0.02). Results from the cross-sectional analysis were comparable.ConclusionsThis pooled analyses of four controlled trials did not find evidence supporting the hypothesis that grocery store nudge interventions of healthy foods work more effectively among groups experiencing socioeconomic disadvantage. Future studies are needed to address the identified limitations through rigorous trial design using comprehensive interventional strategies, standardised outcome measures, while also evaluating context-specific approaches. Such insights will help to better understand the equity of nudging interventions in grocery store settings and the potential for reducing diet-related health disparities.Trial registrationsThe trial of Ayala et al. (2022) was retrospectively registered at ClinicalTrials.gov (NCT01475526; at 14 November 2011, https://clinicaltrials.gov/study/NCT01475526), the of Huitink et al. (2020) was retrospectively registered in the ISRCTN registry (ISRCTN39440735; at 5 September 2018, https://doi.org/10.1186/ISRCTN39440735), the of Vogel et al. (2024) was retrospectively registered at ClinicalTrials.gov (NCT03518151; at 24 April 2018, https://clinicaltrials.gov/study/NCT03518151), and finally of Stuber et al. (2024) was registered in the Dutch Trial Register (ID NL7064, at 30 May 2018, https://www.onderzoekmetmensen.nl/en/trial/20990).

Healthy food purchase intention: The moderation effect of intuitive thinking and perceived knowledge

This paper aims to study the relationships among intuitive thinking, nutritional information, perceived knowledge, subjective norm, trust, and health concerns on purchase intention. The study was conducted with 461 consumers in Brazil. Structure Equation Modeling (SEM) was applied. Most of our hypotheses were supported and demonstrated that consumers with high perceived knowledge care less about social influence. On the other hand, when it comes to using nutritional information to develop trust in food producers, consumers rely more on intuitive thinking. Trust and health consciousness have a positive effect on purchase intention. Policymakers can benefit from the results to develop accurate public policies, and food manufacturers can use them to adequate resolutions and implement labels with consumers’ well-being under perspective. We confirmed that if consumers perceive that they have sufficient knowledge and can make their decisions mostly based on it, less they will rely on subjective norms.

Baltimore community resident and collaborator perspectives on the influence of guaranteed income on health: a formative qualitative study

BackgroundGiven increased interest and investment in guaranteed income initiatives across North America, it is critical to understand the impact of guaranteed income on health, an understudied outcome. As part of Baltimore, Maryland’s guaranteed income pilot, we conducted formative research to understand the influence of increased income on health and develop concrete recommendations for implementation and evaluation of the pilot.MethodsWe conducted semi-structured in-depth interviews with Baltimore community residents (n = 8) and community collaborators (n = 8), probing on familiarity with guaranteed income; effect of guaranteed income on overall health and specific health outcomes (e.g., mental health, nutrition); and recommendations for program structure (e.g., eligibility, target population). Data were analyzed thematically using a framework analysis approach.ResultsRespondents agreed that guaranteed income could have beneficial effects on health though some were unsure of specific mechanisms. Respondents emphasized pathways through which guaranteed income could improve health: (1) reduced financial-related stress; (2) improved nutrition through purchase of healthier foods; (3) improved family well-being including child health and parent-child relationships; (4) increased utilization of health services; (5) improved community health through increased community cohesion and decreased violence. Respondents described decreased feelings of time scarcity as a social determinant of health. Most respondents reported that Baltimore’s guaranteed income program should prioritize young, low-income families with $1,000/month or more for at least one year.ConclusionsThis formative research on the potential health impacts of guaranteed income in Baltimore highlights important health outcomes and pathways, such as social cohesion and decreased feelings of time scarcity, to prioritize for evaluation.

The effects of nudging and pricing strategies on the availability and purchases of ultra-processed foods: A secondary analysis of the Supreme Nudge trial

Regular consumption of ultra-processed foods (UPF) is a risk factor for morbidity and mortality. UPF are widely available in supermarkets. Nudging and pricing strategies are promising strategies to promote healthier supermarket purchases and may reduce UPF purchases. We investigated whether supermarket nudging and pricing strategies targeting healthy foods, but not specifically discouraging UPF, would change UPF availability, price, promotion and placement (UPF-APPP) in supermarkets and customer UPF purchases. We used data from the Supreme Nudge parallel cluster-randomized controlled trial, testing the effect of a combined nudging and pricing intervention promoting healthy products. The Dutch Consumer Food Environment Score (D-CFES) was used to audit 12 participating supermarkets in terms of UPF-APPP. We used customer loyalty card data of the first twelve intervention weeks from 321 participants to calculate the proportion of UPF purchases. Descriptive statistics were used to assess differences in D-CFES between supermarkets. Mixed model analyses were used to assess the association between the D-CFES and UPF purchases and the effect of the intervention on UPF purchases. No difference in the D-CFES between intervention and control supermarkets were found. No statistically significant association between the D-CFES and UPF purchases (β = −0.00, 95%CI: −0.02, 0.01) and no significant effect of the intervention on UPF purchases (β = 0.02, 95%CI: −0.07, 0.12) was observed. Given the significant proportion of unhealthy and UPF products in Dutch supermarkets, nudging and pricing strategies aimed at promoting healthy food purchases are not sufficient for reducing UPF–APPP nor purchases, and nationwide regulation may be needed.Trial registration number: Dutch Trial Register ID NL7064, May 30, 2018, https://trialsearch.who.int/Trial2.aspx?TrialID=NTR7302.

Grocery Delivery to Support Individuals With Type 2 Diabetes: Protocol for a Pilot Quality Improvement Program.

People with low income are disproportionately affected by type 2 diabetes (T2D), and 17.6% of US adults with T2D experience food insecurity and low diet quality. Low-carbohydrate eating plans can improve glycemic control, promote weight loss, and are associated with improved cardiometabolic health and all-cause mortality. Little is known about supporting low-carbohydrate eating for people with T2D, although food-as-medicine interventions paired with nutrition education offer a promising solution. This program aims to support the initiation of dietary changes by using grocery delivery and low-carbohydrate education to increase the quality of low-carbohydrate nutrition among people with T2D and food insecurity. This program was a nonrandomized pilot conducted at 21 primary care practices in Michigan. Adults with T2D and food insecurity or low income were eligible to enroll. Patients were referred by primary care clinic staff. All participants received the 3-month program, which included monthly US $80 credits for healthy foods, free grocery delivery from Shipt, and low-carbohydrate nutrition education. Food credits were restricted to the purchase of healthy foods. Education materials, developed in collaboration with providers and patients, included print, digital, interactive web, and video formats. At enrollment, participants completed a survey including demographics, diabetes health, diet and physical activity, and diabetes management and knowledge. After the 3-month program, participants completed a survey with repeat assessments of diabetes health, diet and physical activity, and diabetes management and knowledge. Perspectives on participant experience and perceived program impact, food purchasing behaviors, and use of educational materials were also collected. Diabetes health information was supplemented with data from participant medical records. We plan to perform mixed methods analysis to assess program feasibility, acceptability, and impact. Primary quality improvement (QI) measures are the number of patients referred and enrolled, use of US $80 food credits, analysis of food purchasing behavior, participant experience with the program, and program costs. Secondary QI measures include changes in hemoglobin A1c, weight, medications, self-efficacy, diabetes and carbohydrate knowledge, and activity between baseline and follow-up. This program started in October 2022. Data collection is expected to be concluded in June 2024. A total of 151 patients were referred to the program, and 83 (55%) were enrolled. The average age was 57 (SD 13; range 18-86) years, 72% (57/79) were female, 90% (70/78) were White, and 96% (74/77) were of non-Hispanic ethnicity. All participants successfully ordered grocery delivery during the program. This pilot QI program aimed to improve diet quality among people with T2D and food insecurity by using grocery delivery and low-carbohydrate nutrition education. Our findings may help inform the implementation of future QI programs and research studies on food-as-medicine interventions that include grocery delivery and education for people with T2D. DERR1-10.2196/54043.

Fruitful changes? Exploring household fruit purchase decisions following comprehensive food policy regulations in Chile

Changes in unprocessed healthy food purchases associated with the implementation of comprehensive food policy remain understudied. This study analyzes whether, following the announcement, modification, and implementation of Chile's Food Labeling and Advertising law targeting highly processed food (occurring in 2012, 2015, and 2016, respectively), households improved their fruit purchase decisions: purchase participation (i.e., buying likelihood) and purchase quantity. Expenditure data from a representative sample of Chilean households were employed, covering two consecutive survey waves conducted in 2011/2012 and 2016/2017. After controlling for socioeconomic factors (e.g., prices and income), results indicate that only purchase participation increased, providing weak support for positive spillover effects of a comprehensive food policy on fruit purchases. Subsample analyses reveal that this increase was driven by college-educated, childless, and low-income households and was stronger for sweeter and more convenient fruits. Considering that households in Chile do not meet health recommendations for daily fruit intake, additional policy efforts targeting healthy, unprocessed food consumption could be considered.

Promoting healthful food purchases through in-store interventions: Empirical evidence from rural food deserts

Effective ways to promote healthful food intake in rural areas are understudied. The paper evaluated whether a two-component, in-store intervention designed to encourage healthy food purchases was associated with improved healthfulness scores of food items purchased by shoppers in rural food deserts. One component introduced a point-of-sales label that assigned a single numerical score to each food item facilitating direct comparisons of the product's nutrition with those of other products shelved around it. The other component was a one-day nutrition education workshop promoted within the store. Interventions took place in 2015 at two stores in rural counties in the U.S. Midwest. Four stores in similar communities were selected as the control group. We applied a difference-in-difference model to estimate changes in the healthfulness of food items purchased attributable to the intervention among shoppers at the treatment stores (n = 486) and control stores (n = 10,759) using store transaction data. Healthfulness of food items was measured in terms of food scores published by the Environmental Working Group on a 1–10 scale. Both components had minimal impacts on the scores, although 0.2 and 0.1 points increases in the score per item and score per dollar were statistically significant at the 1% level respectively. A year after the intervention, these small effects of the intervention further diminished compared to the immediately after implementation. Results suggest the average effects of intervention across the study communities had limited practical significance but benefited some rural residents who were exposed to the intervention.

Abstract P483: Food Purchase Priorities and Healthy Food Purchase Supports and Barriers for U.S. General and Low-Income Consumers: A Quantitative Survey

Introduction: Identifying priorities and attributes that influence food purchase decisions will inform interventions and strategies to promote healthy eating. Aim: This study aimed to identify food purchase priorities and healthy food purchase supports and barriers for the general population and those with limited household income. Methods: Participants were recruited by a market research company in May 2023 and were required to be ≥ 18 years old, not work in healthcare/medical/nutrition or advertising/public relations/marketing/market research and be the primary/shared food decision maker for the household. Recruitment quotas ensured age, income, gender and geographic region approximated 2022 US census data (n=1,182) (Census-representative group, CRG). A sample with limited income and participation in federal food or healthcare programs (low-income group, LIG) was also recruited (n=506). The survey was administered online in May and June 2023. Differences between LIG and CRG were assessed using z-tests (p < 0.05). Results: Taste was most commonly rated by CRG as very or extremely important in household food purchasing (87%). Availability, price, ingredients and nutritional value were also important to at least two-thirds of CRG. Taste was similarly important to LIG (85%), but they were more likely to rate price and less likely to rate availability, nutritional value and ingredients as important. When prompted to choose the most important factor, price and taste were the most common responses, chosen by similar proportions of CRG, while price was the most important factor for LIG, followed by taste. CRG versus LIG were more likely to prioritize personal taste over cost, health and nutrition information on labels, buying local and selecting according to nutrition, brand and origin/sourcing information. CRG were less likely than LIG to prefer a lower cost and usually select according to price. LIG were more likely than CRG to state that nothing supports them in selecting healthier foods and less likely to have found support from good-tasting recipes, advance meal or grocery list preparation, cooking equipment access, following influencers, recommendations from organizations or consulting a dietitian/nutritionist. Conversely, LIG were more likely to identify price and availability as barriers to selecting healthier foods, and less likely to see long preparation time, small servings sizes or nothing as barriers. Conclusions: Cost is a strong barrier to healthy eating, especially with limited income, along with taste, while nutrition is not a leading influence on food choice. Strategies to enable healthy eating among low-income households must prioritize taste and cost.

The dynamics in food selection stemming from price awareness and perceived income adequacy: a cross-sectional study using 1-year loyalty card data

BackgroundHigher cost of healthy foods may explain unhealthy dietary patterns in lower-income households. Unfortunately, combining food selection and nutrient intake data to price and expenditure is challenging. Food retailer’s customer loyalty card data, linked to nutrient composition database, is a novel method for simultaneous exploration of food purchases, price, and nutrition. ObjectivesWe studied the associations between perceived income adequacy (PIA) as a grouping variable with price (per kilogram or megajoule) and the volume of purchases (percentage of expenditure or energy) simultaneously as outcome variables for 17 most purchased food groups. MethodsWe used 1-year (2018) loyalty card data from the largest grocery chain in Finland. Participants were 28,783 loyalty cardholders who made ≥41% of food purchases from the retailer and answered an online questionnaire at the midpoint of data collection. The 5-level PIA described the perceived financial situation in the household. Energy and nutrient content of foods purchased were from the Finnish Food Composition Database Fineli. We calculated the Nutrient Rich Food Index per 100 g food using 11 nutrients. Trends in prices and expenditures between PIA levels were analyzed using 2-sided Jonckheere–Terpstra tests, with false discovery rate control (Benjamini–Hochberg method) and confounder adjustments (inverse probability weighting). ResultsLower PIA participants selected cheaper foods per kilogram and megajoule within most food groups. They also favored unhealthy food groups cheap in energy [<1 € (USD 1.18)/MJ]. Despite lower purchase price, the expenditure (%) among lower PIA was higher on alcohol, snacks, sugar-sweetened beverages, and sweets and chocolates. ConclusionsParticipants with lower PIA showed stronger price awareness. It is crucial to consider the pricing of competing alternative food groups, when steering toward environmentally sustainable and healthier food purchases. Package labeling might also direct the selection of healthier choices among the less expensive items within a food group.

Toward an Integrated Model of Healthy Food Purchase via the Impact of Online Nutrition Information Seeking

Healthy eating is critical to consumers’ overall health. The purpose of this study was to examine body mass index (BMI), obesity knowledge, and self-efficacy, along with online nutrition information seeking (ONIS), as antecedents to healthy food purchase (HFP) in a moderated mediation model. An online survey was conducted using Amazon Mechanical Turk to recruit 897 participants, with 484 women and 380 men. A moderated mediation analysis was then used to explore the mediating effect of ONIS, and the moderating effects of obesity knowledge and self-efficacy. Results found the impact of ONIS on HFP was significantly generated by obesity knowledge but not by BMI. Both ONIS and self-efficacy yielded individual and interactive effects on HFP, and ONIS did not only generate a direct effect on HFP but also interacted with self-efficacy for HFP. Practically, it was suggested that online health information should be strategically crafted to promote healthy eating behavior, given that consumers in various health conditions were activated to purchase heathier foods via ONIS. Through the ONIS’s mediation of the relationship between obesity knowledge and HFP, consumers with poor obesity knowledge would be cultivated well to further develop their better eating habits.

Understanding family food purchasing behaviour of low-income urban UK families: An analysis of parent capability, opportunity and motivation

ObjectiveFamily food purchasing decisions have a direct influence on children's food environments and are powerful predictors of obesity and dietary quality. This study explored parents' capability, opportunities, and motivations regarding food purchasing for their families, as well as barriers and facilitators of healthy food purchasing behaviour, in an ethnically diverse, low-income area. DesignSemi-structured interviews with parents of under-11-year-old children were conducted to investigate family food purchases, both when eating inside and outside the home. Interviews were analysed using framework analysis mapped against the COM-B model (Michie et al., 2011). SettingAn ethnically diverse, low-income area in Birmingham, UK. ParticipantsSixteen parents (13F, 3M) of under-11-year-old children. 75% Pakistani, 12.5% White British, 6.3% White and Black Caribbean, and 6.3% “Other”. ResultsFour themes were identified: i) I know how to provide healthy meals for my family, ii) Family food purchase decisions are complex, iii) I want what they are eating and iv) Healthy eating is important but eating outside of the home is a treat. The barriers of healthy family food purchasing were predominantly at family and community levels, including time, cost, and both parents' and children's food enjoyment and preferences. Facilitators of healthy family food purchasing were primarily identified at an individual level, with high levels of capability and motivation for healthy food provision. ConclusionsAttempts to enhance parental capability to improve healthy food purchasing through nutrition education is not likely to be a useful intervention target in this group. Emphasis on enjoyment, palatability and value for money could be key to increasing parental motivation to purchase healthy family foods.

A Review of Research on Factors Influencing Chinese Consumers' Healthy Food Purchases

The public's health awareness has increased substantially with the progress of society, food safety incidents are frequent, and the Chinese government has introduced a number of health-related policies, so it is necessary to study the influencing factors on consumers' purchasing of healthy food. This paper investigates the influencing factors on consumers’ purchase of healthy food through literature analysis and finds that consumers’ perception of healthy food significantly influences their purchase of healthy food through different dimensions. Perceptions are correlated with education, however, when consumers perceive that the health food market in China is not sufficiently safe and secure the higher their level of concern the lower their purchase rate. Purchasing habits and preferences, income level, type of occupation, and personal and family health conditions all have an impact on the purchase of healthy foods. Among product factors high prices are a major barrier to healthy food purchases. Government regulation of the food industry and consumer protection all have a strong effect on consumer purchases of healthy food. Characteristics such as the environment, convenience, trustworthiness and price level of the place of consumption also have an impact on the purchase of health food.

A systematic review of the implementation of healthy food retail interventions in settings with multiple food retail outlets (complex food retail settings).

Complex food retail settings, where multiple food retail outlets operate in close proximity are common. Despite their ubiquity, there remains a significant knowledge gap regarding healthy food retail interventions implemented within these settings. Furthermore, understanding the factors affecting the implementation of interventions in these settings remains limited. This systematic review aimed to (1) identify and describe complex food retail settings where interventions were implemented to promote the healthiness of foods purchased, (2) synthesise the evidence on the effectiveness of the interventions implemented, and (3) identify enablers and barriers to the implementation of the interventions in these settings. Four databases, namely, MEDLINE Complete, Global Health, Embase, and Business Source Complete, were searched until December 2022. The Effective Public Health Practice Project quality assessment tool was used. Six studies reported on the implementation of interventions promoting healthy food purchases across multiple food retail outlets. Three studies each described two complex food retail settings: university and hospital. Interventions including promotion and promotion plus price improved the healthiness of foods purchased. There was limited description of institutional food policies, conceptual frameworks, formative research, or evaluation outcomes to inform the implementation of interventions in these settings. No study analysed enablers and barriers to the implementation of interventions. No study identified their settings as complex food retail settings. There is limited evidence describing complex food retail settings, their impact on intervention effectiveness, and associated enablers or barriers. Investigating factors influencing the effectiveness of interventions implemented within complex food retail settings is critical to support their implementation at scale.

Designing and analyzing the motivational risk profile of healthy food and agricultural products purchase

Several factors influence consumer preferences for food and agriculture. Knowing and evaluating these factors is necessary to promote the purchase and consumption of healthy products and correct nutritional behaviors. This study aims to identify and evaluate the risks that consumers face when buying healthy products. For this purpose, the sources of risk were displayed in a matrix, and the factors influencing the motivational risk of buying these products were investigated using the generalized ordinal logit method. The sample size in this study is 359 households that live in Mashhad- Iran, and the information on the samples is collected from an online questionnaire. The results of the risk matrix show that worrying about the low level of household income is the highest risk score, and low trust in the advice of others has the lowest score. Variables of age, education, nutritional knowledge, special diet, importance to product health, and presence of children under five years old in the household have positive effects on the risk. Variables of household expenses and government supervision have a negative effect. Suggestions like reforming the production and processing system of nutrition and agriculture in order to supply healthy, cheap, and accessible products, improving the level of nutrition and public awareness about the risks of not consuming healthy products are also made to reduce barriers to healthy nutrition.

Digital Influencers Promoting Healthy Food: The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention

This article investigates the influence of digital influencers on healthy food purchase intention within the context of Instagram. The research model is guided by the theory of source credibility and the elaboration likelihood model. A quantitative approach was employed, and data were collected through an online survey from Instagram users in Portugal (n = 221). A set of ten hypotheses was tested using structural equation modeling (SPSS-AMOS). The findings corroborated that purchase intention of healthy foods is positively influenced by digital influencer perceived credibility, involvement with healthy foods, and attitude toward advertising on Instagram. The findings also confirmed that involvement with healthy foods and with Instagram affect advertising avoidance behavior, and that these three constructs affect attitude toward advertising on Instagram. However, the expected relationship between attitude toward advertising and digital influencer credibility was not confirmed. The study contributes to the literature on influencer marketing, specifically in the context of healthy food, and it provides valuable insights for social media marketers and brand managers interested in adopting influencer marketing to leverage their communication effectiveness.

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

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

Australians support for policy initiatives addressing unhealthy diet: a population-based study.

To inform public health policy implementation in Australia, our study investigated the level of public support for six policy initiatives addressing unhealthy diet. The policy initiatives included taxing soft drinks and energy drinks, taxing less healthy food and beverage purchases, zoning to restrict the supply of junk foods near schools, prohibiting advertising and promotion of less healthy food and beverages to children under the age of 16 and restricting sugar-sweetened beverages from vending machines in schools, and public places. Data from a cross-sectional population-based study for 4040 Australians aged 15+ years, were analysed. A high overall support across all policy initiatives was observed. Nearly three-quarter of public support was observed for policy initiatives targeting children (zoning to restrict the supply of junk food near schools, prohibiting advertising and promotion of less healthy food and beverages to children under the age of 16 and restricting sugars-sweetened beverages from vending machines in schools), and half of Australians supported policy initiatives of taxing soft drinks and energy drinks and taxing less healthy food and beverage purchases. Australian women and those with tertiary level of education were more likely to support public health initiatives targeting children and all policy initiatives respectively. Interestingly, young adults expressed low level of support for all policy initiatives. The study demonstrated considerable public support for policy initiatives focussed on protecting children from unhealthy diet in Australia. Framing, designing and implementing policies targeting children is potentially a good starting point for policymakers to create a health promoting food environment.