Grocery Stores Podcast About Omega-3 Fatty Acids Influence Purchasing Behavior

Scientists from the Department of Nutritional Sciences at Rutgers, the State University of New Jersey, New Brunswick (USA) tried to determine whether listening to a podcast about omega-3 fatty acids (n-3s) while grocery shopping increased shoppers’ awareness about and purchases of seafood and other foods rich in omega-3 fatty acids.

 

Repeated-measures design with a convenience sample (n = 56) of grocery shoppers who listened to the podcast while shopping. Pre- and postintervention semistructured interviews were conducted. The Theory of Reasoned Action was the study’s framework.

 

The buyers were mainly women (mean 41 +/- 15 years). Their perceived ability to buy [t(55) = 6.27, P < .0001] and perceived importance regarding buying [t(55) = 3.38, P < .01] n-3-rich foods improved significantly. At least 1 n-3 rich food (mean, 1.5 +/- 0.8) was purchased by 30%, and 79% planned future purchases.

 

Podcasts can effectively communicate nutrition information. More research is needed with a larger sample to evaluate the effects of long-term changes in podcast on buying behavior.