Secondary Outcomes (explanation)
We will simulate the utlity of the chosen attributes using the RPL model.
A supplementary outcome is the willingness-to-purchase, a factor based on the self-reported likelihood or willingness of purchasing of one of the following four types of chocolate each: either with Fairtrade certification, Rainforest alliance certification, claim regarding social responsibility, or claim regarding environmental sustainability. We adapt the measure of self-stated likelihood or willingness to purchase Fairtrade chocolate in the future from Hansen et al. (see attached document). We also adjust the measure to a seven-point Likert-Scale. We choose to have an option of indifference despite a possible framing effect to ensure that we allow for all possible preferences of the participants. We will perform principal component analysis in order to narrow down the statement batteries to the core of the concept.
For the outcome of recall attention frequency we integrate a 14-day recall question by asking, how often they have paid attention to a number of claims or certifications in the last 14 days whilst shopping, e.g. the Nutri-Score and GMO-free labels. We include certifications and claims not related to our study so that we do not prime participants towards the certifications of interest. The categorical outcomes include seven levels of frequency.
Lastly, we capture how participants feel after watching the videos at the end of the questionnaire in the first wave and in a similar manner in the second wave. For that purpose, we employ the Discrete Emotions Questionnaire by Harmon-Jones et al. that measures anger, disgust, fear, anxiety, sadness, desire, relaxation and happiness via four items each. We will perform principal component analysis to establish continuous factors of eight groups of emotions that are based on each four components. Based on the findings in our pilot study, we will reduce the number of emotions asked for in the final survey.