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Understanding consumer evaluations of personalised nutrition services in terms of the privacy calculus: a qualitative study

Berezowska, A., Fischer, A. R. .H., Ronteltap, A., Kuznesof, S., Macready, A., Fallaize, R. and van Trijp, H. C. M. (2014) Understanding consumer evaluations of personalised nutrition services in terms of the privacy calculus: a qualitative study. Public Health Genomics, 17 (3). pp. 127-140. ISSN 1662-8063

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To link to this item DOI: 10.1159/000358851

Abstract/Summary

Background: Personalised nutrition (PN) may provide major health benefits to consumers. A potential barrier to the uptake of PN is consumers’ reluctance to disclose sensitive information upon which PN is based. This study adopts the privacy calculus to explore how PN service attributes contribute to consumers’ privacy risk and personalisation benefit perceptions. Methods: Sixteen focus groups (n = 124) were held in 8 EU countries and discussed 9 PN services that differed in terms of personal information, communication channel, service provider, advice justification, scope, frequency, and customer lock-in. Transcripts were content analysed. Results: The personal information that underpinned PN contributed to both privacy risk perception and personalisation benefit perception. Disclosing information face-to-face mitigated the perception of privacy risk and amplified the perception of personalisation benefit. PN provided by a qualified expert and justified by scientific evidence increased participants’ value perception. Enhancing convenience, offering regular face-to face support, and employing customer lock-in strategies were perceived as beneficial. Conclusion: This study suggests that to encourage consumer adoption, PN has to account for face-to-face communication, expert advice providers, support, a lifestyle-change focus, and customised offers. The results provide an initial insight into service attributes that influence consumer adoption of PN.

Item Type:Article
Refereed:Yes
Divisions:Interdisciplinary centres and themes > Food Chain and Health
Faculty of Life Sciences > School of Psychology and Clinical Language Sciences > Department of Psychology
Faculty of Life Sciences > School of Agriculture, Policy and Development > Economic and Social Sciences Division > Food Economics and Marketing (FEM)
Faculty of Life Sciences > School of Chemistry, Food and Pharmacy > Department of Food and Nutritional Sciences > Human Nutrition Research Group
Faculty of Life Sciences > School of Psychology and Clinical Language Sciences > Nutrition and Health
ID Code:40581
Uncontrolled Keywords:Adoption, Business models, Consumers, Focus groups, Food4Me, Personalised nutrition, Privacy calculus
Publisher:Karger

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