The use of food swaps to encourage healthier online food choices

Dataset for The use of food swaps to encourage healthier online food choices.

Online grocery stores offer opportunities to encourage healthier food choices at the moment that consumers put a product of their choice in their basket. This study aims to examine the effect of a swap offer, Nutri-Score labelling and a descriptive norm message on the healthiness of food choices in such an online food basket. Additionally, it is examined whether these interventions make it more motivating and easier for consumers to select healthier food choices and whether potential effects are moderated by consumers’ health interest. Hypotheses were tested in a simulated online supermarket. Dutch participants (n=550) chose their preferred product out of six product options for four different categories (breakfast cereals, crackers, pizza and muesli bars). Participants were randomly allocated to one of eight groups based on the interventions (Nutri-Score, swap offer, norm message and the five different combinations). Primary outcome was the difference in nutrient profiling (NP) healthiness score of product choices, for which a lower score represents a healthier product. Results show that a swap offer (NP score M=10.52, SD =16.15) and Nutri-Score labelling (NP score M=15.38, SD=15.24) significantly improved NP healthiness scores compared to the control condition (NP score M=18.03, SD=14.02), whereas a norm message did not (NP score M=17.96, SD=15.15). These findings provide valuable insights for policy makers and practitioners on the implementation of swap offers and Nutri-Score labelling in the online store environment.

面向食品替换方案助力健康线上食品选择的数据集

当前线上杂货零售商可在消费者将自选商品加入购物篮的即时节点，提供引导其做出更健康食品选择的契机。本研究旨在探究食品替换方案、营养评分（Nutri-Score）标签以及描述性规范提示，对该类线上购物篮中食品选择健康度的影响。此外，本研究还将检验上述三类干预措施是否能提升消费者选择健康食品的动机与便利性，同时验证消费者的健康关注度是否会对潜在干预效果起到调节作用。

研究假设在模拟线上超市的场景中得到检验。550名荷兰参与者需从四个不同品类的六种商品选项中挑选心仪产品，涵盖早餐谷物、薄脆饼干、披萨与燕麦棒。基于干预措施组合（营养评分标签、食品替换方案、规范提示及五种不同组合），参与者被随机分配至八个实验组别之一。

本研究的首要结局指标为参与者所选择产品的营养特征（nutrient profiling, NP）健康评分差异，评分越低则代表产品健康度越高。结果显示，相较于对照组（NP健康评分均值为18.03，标准差为14.02），食品替换方案（NP健康评分均值为10.52，标准差为16.15）与Nutri-Score标签（NP健康评分均值为15.38，标准差为15.24）均显著提升了NP健康评分；而规范提示组未产生显著干预效果（NP健康评分均值为17.96，标准差为15.15）。本研究结果可为政策制定者与行业从业者在在线商店环境中落地食品替换方案与Nutri-Score标签提供极具价值的参考依据。