Message Development Strategy. The most critical study
design element, and the first key step inHebden et al.’s process
[56], was to devise appropriate food messaging that would
be both instructional and encouraging to participants. The
messaging needed to generally educate participants about
the nutritional and economic value of local food, but also
help them reach their own diet-related goals. As relevant,
many of Abraham and Michie’s [57] 26 validated behaviour
change techniques were used to ensure message creation and
deployment were adequately informational and encouraging,
including: providing information about the behaviourhealth
link, consequences, and contingent rewards; prompting
intention formation, instruction, and specific goal setting;
and using follow-up prompts,motivational interviewing, and
time management tips.