The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here: https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

Can Taste and Nudging Impact Healthy Meal Consumption? Evidence from a Lunch Restaurant Field Experiment

På svenska

Author

Summary, in English

Previous research shows that taste is one of the most important factors in determining food choices, and that food choices may be affected by ”nudging”. We analyze how taste, as determined by meal attributes, and nudging affects consumption of a healthy labeled meal. Our analysis is based on a field experiment in a lunch restaurant and our results imply that sales of the healthy labelled meal, and its market share, is greatly impacted by its taste. Nudging, as in order of display on the menu, does not impact sales of the healthy labelled meal in our experiment. We conclude that supplying tasty healthy meals may be key to significantly impact healthy eating, superior to other policy measures aimed at encouraging healthier food choices, such as information, nudging and food tax reforms.

Publishing year

2012

Language

English

Publication/Series

Working Paper

Volume

2012

Issue

29

Document type

Working paper

Publisher

Department of Economics, Lund University

Topic

  • Economics

Keywords

  • healthy food consumption
  • taste
  • nudging
  • field experiment

Status

Published