Innovative strategies to overcome implicit product-based and personality-based obstacles to consume healthy food
Although many people have quite positive attitudes towards healthy nutrition, their eating habits do not always match these explicitly expressed, general attitudes: explicit attitudes and actual eating behavior often diverge significantly. For this reason, and despite the growing consumers' awareness of healthy nutrition, the frequency of diet-related (or even diet-induced) diseases is increasing, with obesity and diabetes mellitus type 2 as prominent examples. It is our hypothesis that the attitude-behavior discrepancy can be overcome once implicit associations with nutrition are taken into account. Implicit associations comprise personality-based factors, such as lifestyle (e.g., convenience orientation) as well as product-based factors, such as internal (e.g., ingredients, consistency) and external (e.g., price, distribution) product attributes.
The purpose of this project is to suggest intervention strategies to promote healthy eating habits. Compensation strategy-based product concepts as well as communication and prevention strategies will be improved together with industry partners and non-profit organizations.
In cooperation with:
- Institute of Marketing (TU Dresden)
- Chair of Engineering Psychology and Cognitive Ergonomics (TU Dresden)
- Chair of Prevention and Care of Diabetes (TU Dresden)
- Spported by: Dr.Quendt GmbH (Dresden), Molkerei Freiberg (Freiberg), Feinkäserei Zimmermann (Falkenhain)
Supported by:
- BMBF (Projektträger Jülich)
Project researchers and contact:
- Hoppert, Jaros, Rohm
© Surber
Dr.-Ing. Susann Zahn
Consumer science; Process engineering: Cleaning
Send encrypted mail via the SecureMail portal (for TUD external users only).