Testing the use of behavioural interventions in promoting the consumption
Reference ocds-b5fd17-7cc2ec79-591f-4fe8-a471-794b337dc4c6 · Department for Environment, Food & Rural Affairs
Awarded to Kantar for £114,617.
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Amounts and figures
Description
The project builds on the previously commissioned, Increasing consumption of locally landed fish in the UK: Explorative research to inform the development of behavioural interventions, which explored barriers and drivers to the consumption of UK-produced seafood. Barriers and drivers identified included low awareness of provenance, prioritisation of price and taste, convenience and lack of cooking skill, unfamiliar look and feel. The authors proposed two broad intervention areas in the final scoping report: 1. Provence labelling intervention: To create seafood labelling that identifies British provenance, which people can automatically recognise and use to navigate their purchasing choices. Potential foci included either direct or indirect generic 'Buy British' messaging to introduce a concrete appeal to support local communities or, ideally, on the exact location of provenance to also trigger associations with familiarity and freshness. Labelling could also potentially inform customers how a product was sourced, for example, from a fishery under the regime of a UK fisheries management plan (https://www.gov.uk/government/collections/fisheries-management-plans). 2. Preparation …
Awards
| Awarded to | Amount | Date |
|---|---|---|
| Kantar | £114,617 | 27 November 2024 |
Official publications
| Medium | Reference | Date |
|---|---|---|
| FTS | 15e65769-dbb0-43ba-81b6-622f4a8da72d-837191 | 28 March 2025 |
| Contracts Finder | 15e65769-dbb0-43ba-81b6-622f4a8da72d-837191 | 28 March 2025 |
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- The estimated value published by the buyer is £114,617.
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- The contracting authority is Department for Environment, Food & Rural Affairs (United Kingdom).
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