Tag: Conjoint Analysis

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The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young Thai consumers doing grocery shopping

This study examines how smartphone-based health communication, like QR codes, influences young Thai consumers to shop for healthier groceries. In a conjoint experiment with 214 participants, using QR codes to display health labels and high consumer ratings for food encouraged smartphone interaction and increased the likelihood of buying healthier groceries among young Thai consumers. Findings suggest health communication, like QR codes, can be a good investment for brands to increase healthier purchases. Read the full study in Health Marketing Quarterly.

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The relative importance of healthy food labels when shopping for groceries online

Healthy food labels are popular tools to encourage consumers to make healthier food choices. This study, published in Procedia Computer Science, explores how online grocery shopping decisions is influenced by healthy food labels. A conjoint study with 111 participants discovered that factors, such as price, brand and country of origin, had a stronger impact on purchase decisions than healthy food labels. Still, the presence of a healthy food label increased the likelihood of a product being selected. Results of the study also show gender differences, as healthy food labels had a stronger impact on female consumers. These findings present the opportunities to enhance the effectiveness of healthy food labels in influencing consumers food choices. It is evident that simply presenting healthy food labels on products is equally beneficial for consumers, manufacturers, and policymakers alike.