Unravelling consumer acceptance of local food: Physical versus social distance and the important role of social identification.

Including more locally grown products in our diet is a way to reduce our diets' environmental impact. Therefore, it is important to investigate how this can be effectively communicated on food products to increase consumer acceptance. We propose that product communication that focuses on decreasing the physical and social distance between the food producer and the consumer can result in consumers identifying more with the food producer, which, in turn, can increase the buying intention of food products. The current research comprises an online survey that includes an experimental design and a real-life assessment among 825 Dutch participants. Results of the experiment show that decreasing physical distance, but not social distance, increases consumers' intention to buy a food product. This effect can be explained by increased feelings of identification with a food producer. Moreover, the real-life assessment provides a first indication that both having a food producer living close by (physical distance) and personally knowing a food producer (social distance) might increase acceptance of the producer and the product, and highlights the relevance of perceived connection. These findings give insights into how food producers can market local food products to increase acceptance; communication on a decreased distance between consumers and the food producer is only effective when it results in more identification with the food producer. Perceived connection seems to be an essential part of the acceptance of local products.

The Impact of Both Individual and Contextual Factors on the Acceptance of Personalized Dietary Advice.

(1) Background: The aim of the current study is to investigate which between- and within-person factors influence the acceptance of personalized dietary advice. (2) Methods: A repeated measurements design was used in which 343 participants (M (SD) age = 48 (17.3), 49% female) filled out a baseline survey and started with nine repeated surveys. (3) Results: The results show that the acceptance of personalized dietary advice is influenced by both within-person and between-person factors. The acceptance is higher at lunch compared to breakfast and dinner, higher at home than out of home, higher at moments when individuals have a high intention to eat healthily, find weight control an important food choice motive and have a high healthy-eating self-efficacy. Moreover, the acceptance is higher when individuals do not see the eating context as a barrier and when individuals believe that personalized dietary advice has more benefits than risks. (4) Conclusions: Future behavioral interventions that use personalized dietary advice should consider the context as well as individual differences.

Healthy eating strategies: Individually different or context-dependent?

Individuals can apply different healthy eating strategies to help them make healthy eating choices. Previous research showed that individuals differ in their preferred strategy, but also that a mix of strategies is often applied by a single person across contexts. The current research investigated the extent to which differences within an individual across contexts (i.e., meal moments, social environment and physical environment) predicted openness to healthy eating strategies in addition to personal predictors that differ between individuals (i.e., intrinsic motivation, self-efficacy, physical opportunity and social opportunity). A representative sample of the Dutch adult population was recruited (N = 892). The within-individual (contextual) predictors were measured nine times just before a meal moment over a period of three weeks, by means of a smartphone application. The between-individual (personal) predictors were administered with a baseline questionnaire. Exploratory factor analysis distinguished three healthy eating strategies: Increasing healthy foods, Limiting unhealthy foods and consuming Light products. A random intercept model, in which within-individual predictors and between-individual predictors were entered successively, showed that context matters for openness to all three strategies, but is most important for increasing healthy foods and least important for light products. Individuals are most open to increase healthy foods at dinner as compared to breakfast, whereas the opposite is true for limiting unhealthy foods and consuming light products. Eating at home is beneficial for openness to all three strategies and eating with others positively influences openness to increase healthy foods but has no effect on the other strategies. Insights gained from this research increase our understanding of an individual's openness to apply healthy eating strategies.

Context matters: Self-regulation of healthy eating at different eating occasions.

Self-regulation plays an important role in healthy eating behaviors. The current research explores temporary fluctuations in self-regulation next to variations between individuals. In an online observational study, 892 participants (Mage = 44.3, SDage = 12.7) monitored their self-regulation three times a week before a meal moment for 3 weeks. To analyze the data, a random intercept and slopes model was used, including variables on within-individual level (i.e. meal moment, tiredness, distractedness, social, and physical environment) and variables on between-individual level (i.e. self-efficacy, intrinsic motivation, and perception of social and physical opportunity). Self-regulation was found to be higher at breakfast compared with dinner (estimate = -0.08, p < .001), higher at home than out-of-home (estimate = -0.08, p < .001) and lower when individuals are more tired (estimate = 0.04, p < .001) and distracted (estimate = 0.07, p < .001). Moreover, self-regulation was higher for individuals with higher levels of intrinsic motivation (estimate = 0.19, p < .001) and self-efficacy (estimate = 0.41, p < .001). Insights from this research advance our knowledge regarding temporal influences on self-regulation and can provide input for behavior change tools such as personalized dietary advice.