The aim of this study is to compare responses to 5 different types of labels for restaurant menus: 1) Control (non-sustainability-label: neutral labels not referencing environmental sustainability); 2) Numeric text-only sustainability label; 3) Endorsement text-only sustainability label; 4) Endorsement icon-only sustainability label; 5) Endorsement text-plus-icon sustainability label. Participants will be randomized to 1 of the 5 labeling arms above. Each participant will view 3 labels (shown in random order) from their randomly assigned labeling arm and respond to survey questions about each label (e.g., attention, perceived effectiveness).
This is an online randomized controlled trial. Investigators will recruit participants through a survey company to complete an online survey. In the study, participants will be randomized to 1 of 5 labeling arms: 1) Control (non-sustainability-label: neutral labels not referencing environmental sustainability); 2) Numeric text-only sustainability label; 3) Endorsement text-only sustainability label; 4) Endorsement icon-only sustainability label; 5) Endorsement text-plus-icon sustainability label. Participants will be randomized to 1 of the 5 labeling arms above. Each participant will view 3 labels (shown in random order) from their randomly assigned labeling arm and respond to survey questions about each label (e.g., attention, perceived effectiveness).
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
PREVENTION
Masking
NONE
Enrollment
2,207
Participants view neutral labels (QR codes with and without neutral text) for menu items
Participants view labels with numeric text depicting the greenhouse gas emissions associated with production of the menu item
Participants view labels using text to endorse menu items as having low environmental impact
Stanford School of Medicine
Palo Alto, California, United States
Perceived message effectiveness
Participants will rate the extent to which the label makes them want to choose items with the label on a 5-point scale ranging from low (1) to high (5). They will also rate the extent to which the label makes eating items with the label seem appealing to them on a 5-point scale ranging from low (1) to high (5). These items are adapted from the 3-item UNC Perceived Message Effectiveness scale. Investigators will average responses to these two items to create a perceived message effectiveness score, which will also range from low (1) to high (5). Higher scores therefore indicate higher perceived message effectiveness.
Time frame: The survey will take up to 20 minutes
Attention
Participants will rate the extent to which the label captures their attention on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate more attention-grabbing labels (a better outcome).
Time frame: The survey will take up to 20 minutes
Thinking about environmental effects
Participants will rate the extent to which the label makes them think about the environmental impacts of their food choices on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate labels elicit more thinking about environmental effects (a better outcome).
Time frame: The survey will take up to 20 minutes
Anticipated social interactions
Participants will rate how likely they are to talk about the label with others in the next week on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate labels elicit more anticipated social interactions (a better outcome).
Time frame: The survey will take up to 20 minutes
Believability
Participants will rate how believable the label is on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate labels are more believable (a better outcome).
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Participants view labels using icons to endorse menu items as having low environmental impact
Participants view labels using text and icons to endorse menu items as having low environmental impact
Time frame: The survey will take up to 20 minutes