The first author (female PhD candidate in the field of epidemiology) conducted twelve of the fifteen interviews. The third author (female PhD candidate in the field of lifestyle epidemiology) conducted three of the fifteen interviews. The interviewers piloted the topic guide together in order for it to be used in a consistent manner. Both interviewers had no prior relationship with either of the interviewees. Interviewees were informed on the scientific background of the interviewers and personal motivations for conducting the interviews (e.g., learning how to help people make more healthy choices in supermarkets) were made explicit. The second author is a male PhD candidate conducting research in the field of systems innovation and transition theory using qualitative research methods, and assisted the first author in performing data analysis and data interpretation. The other members of the research team are (assistant) professors in the field of (lifestyle) epidemiology, and were involved in designing the study, data interpretation, and writing of the manuscript.

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