Can Taste and Nudging Impact Healthy Meal Consumption? - Evidence from a Lunch Restaurant Field Experiment
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.
|Date of creation:||25 Oct 2012|
|Date of revision:|
|Contact details of provider:|| Postal: HUI Research, Regeringsgatan 60, 103 29 Stockholm, Sweden|
Phone: +46 (0)8 762 72 80
Fax: +46 (0)8 679 76 06
Web page: http://www.hui.se/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:hhs:huiwps:0070. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Helena Nilsson)
If references are entirely missing, you can add them using this form.