Exploring the impact of giving free food samples and loyalty cards on sustainable food choices: A stepped wedge trial in workplace food outlets

IF 2.4 4区 管理学 Q3 BUSINESS
Natalie Gold, Pieter Cornel, Shi Zhuo, Katie Thornton, Rupert Riddle, Robert McPhedran
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引用次数: 0

Abstract

Free samples and loyalty cards are frequently used, but there is little rigorous empirical testing of their effects. We conducted a stepped wedge trial in 29 workplace food outlets to investigate their effects on sales of plant-based meals. Outlets were randomly assigned to three sequences that entered the intervention in the first, second, or third week of August 2022. Free samples of plant-based meals were given out in the first week of the intervention; loyalty cards were available throughout, entitling the bearer to a free meal after they had bought three. The intervention period ended in the last week of August for all outlets. The free meal could be redeemed until one month later. We did not find statistically significant effects of the interventions compared to the baseline period. Our process evaluation indicated that many participants preferred to eat their habitual meal or were unaware of the loyalty cards.
探索免费食品样品和会员卡对可持续食品选择的影响:工作场所食品店的阶梯式楔形试验
免费样品和会员卡经常被使用,但对其效果的严格实证测试却很少。我们在 29 家工作场所餐饮店开展了一项阶梯式楔形试验,调查它们对植物餐销售的影响。销售点被随机分配到三个序列,分别在 2022 年 8 月的第一周、第二周或第三周进入干预阶段。在干预的第一周免费发放植物餐样品;在整个干预期间提供会员卡,持卡人在购买三份餐食后可免费获得一份餐食。所有分店的干预期在八月的最后一周结束。免费餐可在一个月后兑换。与基线期相比,我们没有发现干预措施有明显的统计学效果。我们的过程评估表明,许多参与者更愿意吃他们习惯的饭菜,或者不知道有积分卡。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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