How Are Consumers Affected by Taste and Hygiene Ratings When Ordering Food Online? A Behavioral and Event-Related Potential Study

A cross-sectional study on online food delivery applications (OFDAs) in the United Arab Emirates: use and perceptions of healthy food availability among university students

Online food delivery applications (OFDAs) have seen a surge in popularity during the COVID-19 Pandemic, particularly among young adults. This study aimed to assess the use of OFDAs and the perception of food healthiness and safety among university students in the United Arab Emirates (UAE). A web-based cross-sectional study was conducted among university students in the UAE via snowball sampling (n = 1096). Sociodemographic characteristics, OFDAs usage, and perceptions toward food healthiness and safety were investigated. Chi-square analysis was used to determine the association between categorical variables and healthy food choices. Mann-Whitney U and Kruskal-Wallis H tests were used to determine differences between different groups and perception statements. Over half (52%) of the students were frequent users of OFDAs with fast food being the most popular choice (88.4%). Older participants, those living in the university dorms, and those with higher allowances used the OFDAs more frequently (P < 0.05). Price (78.0%) and food appearance (65.7%) had the highest impact on food selection. Most subjects (69.3%) reported looking for healthy food but were worried about affordability (43.1%) and taste (27.1%). Most participants (57.8%) agreed that OFDAs increased their appetite and food intake. Participants believed that having a hygiene rating system in OFDAs would give them the chance to make informed decisions (82.3%). Unhealthy food options were popular among university students. The study highlights the need to provide more affordable and appealing healthy food options and suggests that improved nutrition information and hygiene standards could help to promote healthy food choices among university students.

Healthy food and determinants of food choice on online food delivery applications

Online food delivery applications (OFD apps) provide consumers with a wide range of options to choose from. The present study aimed to assess the usage of OFD apps and investigate the factors that affect food choices with a special emphasis on healthy food choices and hygiene. A cross-sectional study among food delivery application users in Jordan was conducted using an online questionnaire between March and May 2022. A total of 675 eligible subjects participated in the study. Consumers' demographic characteristics, data on consumers' use of OFD apps, consumers' perceptions of healthy food availability in OFD apps, and consumers' attitudes toward food safety and delivery hygiene were collected and analyzed. About 64% of the studied sample used OFD apps weekly. Fast food was the most popular option for ordering (87.1%) and lunchtime was the most preferred time to order food (67.3%) for most of the respondents. Respondents' perceptions of a "healthy meal" was associated with the presence of a variety of vegetables in the meal. Food price, food appearance, time of delivery, macronutrient content information, the availability of healthy options, and considering vegetables as part of a healthy meal were determinants of consumer food choice (p<0.05). The findings suggest that the online food environment in Jordan was perceived to be unhealthy. Nevertheless, the convenient nature and the popularity of OFD apps hold great potential to promote healthy eating among consumers.

The role of product cues and regulatory focus in the consumers’ response to green products: The mediation effects of green attitudes

By applying the cue-diagnosticity theory, this study explores the influence mechanism of consumption response to low-involvement products and high-involvement products, respectively. Specifically, the purpose of this study is to investigate how product clues (brand strength and retailer reputation) affect consumption responses to green products with different involvement and to examine regulatory focus as a moderator and green attitude as a mediator. The results of study 1 reveal that for low-involvement green products, the effect of the retailer reputation rather than brand strength on consumption response is mediated by a green attitude, and the regulatory focus plays a moderating role in this process. The results of study 2 show that for high-involvement green products, the effect of the brand strength rather than retailer reputation on consumption response is mediated by a green attitude; however, the regulatory focus does not play a moderating role in this process. Finally, the data aggregation verifies that people’s consumption response to green products strongly depends on the retailer reputation, brand strength, and green attitude, and there is a moderated mediation effect of regulatory focus on the indirect effect of retailer reputation (rather than brand strength) on consumption response via green attitude. As behavioral antecedents differ across the analyzed product types in forming consumer response, it is very important for policymakers and marketers to take note of the differences when designing marketing activities for green products.

How does the use of simultaneous contrast illusion on product-background color combination nudge consumer behavior? A behavioral and event-related potential study

Color, as one of the most critical visual factors influencing consumer decisions, has been widely used in e-commerce marketing. However, the effects of product-background saturation combination on consumers’ willingness to purchase products with different heaviness attributes (e.g., heaviness-positive products or heaviness-negative products) have not been conclusively determined. The current study demonstrated the effects of product-background saturation combination on product heaviness perception and its downstream consequences. Based on behavioral method, study 1 showed that a patch of color placed in a pale background (the saturation of the background is lower than the saturation of the color patch) was perceived as visually heavier than that in a colorful background (the saturation of the background is higher than the saturation of the color patch). Study 2 applied event-related potentials (ERPs) method to explore the underlying neural mechanisms of how the interactions between the presentation modes and the product types affect consumer decisions. Behaviorally, compared to the colorful background, the pale background would lead to a higher purchase rate for the heaviness-positive products, whereas the opposite results were found for the heaviness-negative products. Furthermore, for both the heaviness-positive and heaviness-negative products, a shorter reaction time would be observed in the pale background condition than in the colorful background condition. Neurophysiologically, the pale background would result in smaller N2 component and larger P3 component compared to the colorful background for the heaviness-positive products, while the reverse held for the heaviness-negative products. Smaller N2 component implies decreased perceptual conflicts and larger P3 component implies increased decision confidence, suggesting that e-retailers should present heaviness-positive products with pale backgrounds and heaviness-negative products with colorful backgrounds.