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

Reinholdsson, Tommy (author)
Gothenburg University,Göteborgs universitet,Psykologiska institutionen,Department of Psychology,University of Gothenburg,Department of Psychology, University of Gothenburg, Gothenburg, Sweden
Hedesström, Martin, 1969 (author)
Gothenburg University,Göteborgs universitet,Psykologiska institutionen,Department of Psychology,University of Gothenburg,Department of Psychology, University of Gothenburg, Gothenburg, Sweden
Ejelöv, Emma, 1989 (author)
Chalmers tekniska högskola,Chalmers University of Technology,Department of Space, Earth and Environment, Chalmers University of Technology, Gothenburg, Sweden
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Hansla, André, 1981 (author)
Gothenburg University,Göteborgs universitet,Psykologiska institutionen,Department of Psychology,University of Gothenburg,Department of Psychology, University of Gothenburg, Gothenburg, Sweden
Bergquist, Magnus, 1983 (author)
Gothenburg University,Göteborgs universitet,Psykologiska institutionen,Department of Psychology,University of Gothenburg,Department of Psychology, University of Gothenburg, Gothenburg, Sweden
Svenfelt, Åsa, PhD, Docent, 1968- (author)
KTH,Strategiska hållbarhetsstudier,Division of Strategic Sustainability Studies KTH Royal Institute of Technology Stockholm, Sweden
Nilsson, Andreas, 1974 (author)
Gothenburg University,Göteborgs universitet,Psykologiska institutionen,Department of Psychology,University of Gothenburg,Department of Psychology, University of Gothenburg, Gothenburg, Sweden
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 (creator_code:org_t)
2022-12-23
2023
English.
In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 22:3, s. 557-568
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  • Journal article (peer-reviewed)
Abstract Subject headings
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  • 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.

Subject headings

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)

Keyword

social norms
field experiment
impure altruism
behavior
sustainability
preferences
perception
choices
design
impact
Business & Economics

Publication and Content Type

ref (subject category)
art (subject category)

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