IDEAS home Printed from https://ideas.repec.org/a/ids/ijbglo/v24y2020i1p123-138.html
   My bibliography  Save this article

The effect of nutrition information, status quo bias, and loss aversion on the health of Thais and their consumption behaviour: a behavioural economic approach

Author

Listed:
  • Peera Tangtammaruk

Abstract

Seeking a way to reduce the prevalence of obesity in Thailand, this research applied ideas of behavioural economics to consumers' eating habits in order to find methods which could significantly encourage people to be aware of healthier foods. We designed an experiment aiming to test consumption behaviours of students, and working-age people. More specifically, in our experiment, each sample was offered a coupon for a free drink, which was for either a soft drink, or a healthy mixed-vegetable juice. The coupons were designed based on nutritional information, and principles of behavioural economics, namely status quo bias and loss aversion. The experiment found that applying approaches from behavioural economics could, to a certain extent, make individuals more concerned about their future health and choose healthier foods. The effective implementations were coupons designed with the ideas of: 1) status quo bias; 2) loss aversion, which: 1) present a healthier choice as the default option; 2) provide information on the coupon about obesity and its negative effects, respectively.

Suggested Citation

  • Peera Tangtammaruk, 2020. "The effect of nutrition information, status quo bias, and loss aversion on the health of Thais and their consumption behaviour: a behavioural economic approach," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 24(1), pages 123-138.
    • Handle: RePEc:ids:ijbglo:v:24:y:2020:i:1:p:123-138
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=104964
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbglo:v:24:y:2020:i:1:p:123-138. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=245 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.