Browsing by Author "Monteiro, Paulo"
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- Increasing the purchase of fruits and vegetables through a nudge interventionPublication . Monteiro, Paulo; Gonçalves, DiogoFruits and vegetables are one of the major sources of vitamins and mineral salts, fundamental nutrients for the convenient functioning of the human body. Supermarkets are the place and the context where most of our food purchase decisions take place. Every day, millions of Portuguese consumers decide how much Fruits and Vegetables to buy for themselves and their families. This decision is not a deterministic one and has shown to be influenced by small changes in the context of the purchase. Not only the variety but also the amount of purchase has been shown to be influenced by changes in variables such as price, placement, and point of purchase information. With these interventions, we wanted to test if a social norms message, strategically positioned in different places of an Auchan Group supermarket, would considerably increase the purchase of Fruits and Vegetables by the regular clients of that same supermarket.
- Nudging consumers toward healthier food choices: a field study on the effect of social normsPublication . Gonçalves, Diogo; Coelho, Pedro; Martinez, Luis F.; Monteiro, PauloFood choices influence the health of individuals, and supermarkets are the place where part of the world population makes their food choices on a daily basis. Different methods to influence food purchasing habits are used, from promotions to food location. However, very few supermarket chains use social norms, the human need to conform to the perceived behavior of the group, to increase healthy food purchase habits. This research seeks to understand how a social norm nudge, a message conveying fruit and vegetable purchasing norms positioned in strategic places, can effectively change food choices. Using data from intervention in a Portuguese supermarket, the fruit and vegetable purchase quantities of 1636 customers were measured over three months and compared with the corresponding period of the previous year. The results show that the nudge intervention positively affected those whose purchasing habits are categorized as less healthy, while those with healthy habits were slightly negatively affected. Moreover, a follow-up inferential statistical analysis allows us to conclude that applying this intervention at a larger scale would deliver significant financial results for the supermarket chain in which the study took place, by decreasing the costs related to produce perishability while simultaneously improving the health of the consumer and the sustainability of the planet.