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Nudging consumers toward healthier food choices: a field study on the effect of social norms

2021-02Journal article Open access
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dc.contributor.authorGonçalves, Diogo
dc.contributor.authorCoelho, Pedro
dc.contributor.authorMartinez, Luis F.
dc.contributor.authorMonteiro, Paulo
dc.date.accessioned2021-02-26T14:58:08Z
dc.date.available2021-02-26T14:58:08Z
dc.date.issued2021-02
dc.descriptionThis work was funded by Fundação para a Ciência e a Tecnologia (UID/ECO/00124/2013, UID/ECO/00124/2019 and Social Sciences DataLab, LISBOA-01–0145-FEDER-022209), POR Lisboa (LISBOA-01–0145-FEDER-007722, LISBOA-01–0145-FEDER-022209) and POR Norte (LISBOA-01– 0145-FEDER-022209).pt_PT
dc.description.abstractFood 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationGonçalves D, Coelho P, Martinez LF, Monteiro P. Nudging consumers toward healthier food choices: a field study on the effect of social norms. Sustainability. 2021;13(4):1660.pt_PT
dc.identifier.doi10.3390/su13041660pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.21/12979
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPIpt_PT
dc.relationFCT_UID/ECO/00124/2013pt_PT
dc.relationFCT_UID/ECO/00124/2019pt_PT
dc.relationFCT_LISBOA-01–0145-FEDER-022209pt_PT
dc.relationFCT_LISBOA-01–0145-FEDER-007722pt_PT
dc.relation.publisherversionhttps://www.mdpi.com/2071-1050/13/4/1660pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/pt_PT
dc.subjectNudgingpt_PT
dc.subjectBehavioral sciencept_PT
dc.subjectHealthpt_PT
dc.subjectFood choicespt_PT
dc.subjectSustainabilitypt_PT
dc.subjectSocial normspt_PT
dc.titleNudging consumers toward healthier food choices: a field study on the effect of social normspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue4pt_PT
oaire.citation.startPage1660pt_PT
oaire.citation.titleSustainabilitypt_PT
oaire.citation.volume13pt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

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