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Nudging green food:...
Nudging green food: The effects of a hedonic cue, menu position, a warm-glow cue, and a descriptive norm
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- Reinholdsson, Tommy (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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- Hedesström, Martin, 1969 (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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- 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
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- Bergquist, Magnus, 1983 (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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- Svenfelt, Åsa, PhD, Docent, 1968- (author)
- KTH,Strategiska hållbarhetsstudier,Division of Strategic Sustainability Studies KTH Royal Institute of Technology Stockholm, Sweden
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- 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.
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In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 22:3, s. 557-568
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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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- By the author/editor
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Reinholdsson, To ...
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Hedesström, Mart ...
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Ejelöv, Emma, 19 ...
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Hansla, André, 1 ...
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Bergquist, Magnu ...
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Svenfelt, Åsa, P ...
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Nilsson, Andreas ...
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- About the subject
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- SOCIAL SCIENCES
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SOCIAL SCIENCES
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and Psychology
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- SOCIAL SCIENCES
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SOCIAL SCIENCES
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and Psychology
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and Psychology
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- SOCIAL SCIENCES
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SOCIAL SCIENCES
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and Other Social Sci ...
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and Social Sciences ...
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- AGRICULTURAL SCIENCES
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AGRICULTURAL SCI ...
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and Agriculture Fore ...
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and Food Science
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- SOCIAL SCIENCES
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SOCIAL SCIENCES
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and Economics and Bu ...
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and Economics
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- SOCIAL SCIENCES
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SOCIAL SCIENCES
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and Sociology
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and Social Work
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show more...
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- MEDICAL AND HEALTH SCIENCES
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MEDICAL AND HEAL ...
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and Health Sciences
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and Nutrition and Di ...
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- Articles in the publication
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Journal of Consu ...
- By the university
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University of Gothenburg
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Chalmers University of Technology
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Royal Institute of Technology
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Linköping University