Nudging green food: The effects of a hedonic cue, menu position, a warm-glow cue, and a descriptive norm

• Meat consumption is associated with both public health risks and substantial CO2 emissions. In a large-scale field-experiment, we applied four nudges to the digital menus in 136 hamburger restaurants. The nudges promoted vegetarian food purchases by either (1) changing the menu position of vegetarian food, or aligning vegetarian food with (2) a hedonic, taste-focused nudge, (3) the warm-glow effect, or (4) a descriptive social norm. These nudges were thus aimed to shift salience toward a certain goal or the salience of a specific alternative. Vegetarian food purchases were measured in two datasets analyzing if nudges affected customers' "route " to ordering vegetarian food (29,640 observations), and the total number of vegetarian food sold during the intervention (346,081 observations). Results showed that the position nudge affected customers route to buying vegetarian food. More specifically, making the "green category " more accessible made more customers order through that category. Interestingly, this did not affect the total number of vegetarian sales. However, results indicate that nudges that utilize the salience of goals, in particular hedonic goals, may have an overall positive effect on total vegetarian sales.

Ämnesord

SAMHÄLLSVETENSKAP  -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology (hsv//eng)

SAMHÄLLSVETENSKAP  -- Psykologi -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology -- Psychology (hsv//eng)

SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap -- Tvärvetenskapliga studier inom samhällsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Other Social Sciences -- Social Sciences Interdisciplinary (hsv//eng)

LANTBRUKSVETENSKAPER  -- Lantbruksvetenskap, skogsbruk och fiske -- Livsmedelsvetenskap (hsv//swe)

AGRICULTURAL SCIENCES  -- Agriculture, Forestry and Fisheries -- Food Science (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Nationalekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Economics (hsv//eng)

SAMHÄLLSVETENSKAP  -- Sociologi -- Socialt arbete (hsv//swe)

SOCIAL SCIENCES  -- Sociology -- Social Work (hsv//eng)

MEDICIN OCH HÄLSOVETENSKAP  -- Hälsovetenskap -- Näringslära (hsv//swe)

MEDICAL AND HEALTH SCIENCES  -- Health Sciences -- Nutrition and Dietetics (hsv//eng)

Nyckelord

social norms

field experiment

impure altruism

behavior

sustainability

preferences

perception

choices

design

impact

Business & Economics

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