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EMAC 2024 Annual


Food swaps with a personalized value-based justification to promote healthy online food choices: A randomized controlled trial
(A2024-119812)

Published: May 28, 2024

AUTHORS

Laura Jansen, Wageningen University and Research; Ellen van Kleef, Wageningen University and Research; Ellen J. Loo, Wageningen University

ABSTRACT

Food swap strategies offer consumers healthier alternatives, but effectiveness varies and acceptance rates are moderate. This study examines consumers’ willingness to disclose personal information to retailers to personalize swaps (n=500) and the effect of a personalized justification on acceptance of healthy food swaps (n=871). Perceptions of relevance and intrusiveness determine willingness to disclose, not the type of information. Increasing people’s understanding of the rationale behind swaps can boost perceived relevance and swap acceptance, and reduce intrusiveness perceptions. Subsequently, relevance predicts swap acceptance, but intrusiveness does not. Insights on willingness to share personal data and evidence of the efficacy of justification strategies are important in motivating consumers to switch to healthier options. Findings complement the literature on personalized advice and explainable decision-making while underlining the importance of such strategies in e-commerce.