Using the social learning theory to explore the impact of digital interventions on food purchasing behaviors among consumers

Abstract

Recent research has identified intersecting factors that may explain reasons for consumer food purchasing behaviors; these factors include knowledge, social influences, cultural values and belief systems, and extrinsic product characteristics. However, this research has had limited focus on the role of technology in promoting nutritional information among consumers. This paper explores the impact of digital interventions to inform consumer food purchasing behaviors, including the extent to which the use of technology can improve consumer knowledge and awareness of nutritional information found on food products as well as the strengths and limitations of this approach. Digital platforms explored include those commonly used to promote healthier food choices such as smartphone apps, virtual reality, and other technologies such as block chain technology, virtual assistants, and interactive nutrition labels. The overall role of these platforms in promoting informed decision-making is discussed in the context of a conceptual model that adapts the Social Learning Theory to describe the relationship between consumer shifting preferences and the influence of the digital intervention on food purchasing behavior. Future educational interventions can be guided by similar conceptual models to design and implement innovative digital tools in order to have a meaningful influence on consumers to ultimately align with shifting preferences and improve diet-related health outcomes.