Consumers trust and effectiveness of sustainability and health messages driven by different video sources

This study explores consumers' trust in the information about healthiness and sustainability of a food product in videos with different format. Six videos were created to introduce a bread with high protein content from lentil and quinoa. Videos varied in content: (1) health, (2) sustainability, and (3) both of them. Two formats were considered: a formal video with the information delivered by a food expert and a TikTok-style video with the information delivered by a “TikToker” (non-expert). A total of 630 volunteers participated. Each participant watched only one of the videos (105 participants per video) and completed a questionnaire indicating the trust in the information, the remembered information and the acceptability, and purchase intention for the product. ANOVA results indicated that trust was significantly affected by the video format and content. Consumers were more inclined to trust formal videos than TikTok ones, and especially those that presented both health and sustainable information. The specific information about health and sustainability benefits was better retained by consumers watching TikTok videos. Acceptance and purchasing intention for the product varied mainly with consumers' attitudes towards sustainability and neophilia. A compromise solution including more visual videos from trusted sources is expected to increase the impact and maximise acceptance of healthy and sustainable food options.