Abstract
The relapsing issue of obesity and dietary-related diseases are posing a serious public health threat to future generations and we must adapt our food choices and eating patterns to tackle this worldwide problem (Maninder, 2022). Nudges must be created and applied to guide the consumer to select a healthier option, improving overall health. The study aims to examine nudging techniques and their effectiveness in encouraging consumers to purchase food products high in fibre. A systematic review was conducted, outlining that subtle nudging strategies have a positive correlation on encouraging healthy food choices, or more sustainable food choices (Bird, et al., 2013).
Experiment one is a cross-over design and will use information provision as the nudging technique, Participants will be asked to use virtual reality technology to complete a grocery shop for a lunchtime meal and snack, then come back four weeks later, be briefed about the benefits of fibre/what products are high in fibre, and finally asked to shop again for a lunchtime meal and snack. Data and analysis will be derived from participants shopping baskets and the fibre content will be assessed to see if it has increased post receiving information on fibre, and examine if any differences exist between the controlled shop and the primed shop.
Experiment two will use labelling as the nudging technique and examine if fibre claims are effective in encouraging healthier choices. Participants will be shown photographs of four different products, three with fibre claims present and one without, and eye-tracking technology will be used to investigate where consumers look and for how long, specifically analysing the frequency, duration, latency to respond, and inter-response time. Pre and post-interviews will be conducted.
The proposed research results will contribute knowledge to whether specific nudges are effective towards consumers’ purchasing habits. Results will be analysed using both SPSS and NVivo software.
Experiment one is a cross-over design and will use information provision as the nudging technique, Participants will be asked to use virtual reality technology to complete a grocery shop for a lunchtime meal and snack, then come back four weeks later, be briefed about the benefits of fibre/what products are high in fibre, and finally asked to shop again for a lunchtime meal and snack. Data and analysis will be derived from participants shopping baskets and the fibre content will be assessed to see if it has increased post receiving information on fibre, and examine if any differences exist between the controlled shop and the primed shop.
Experiment two will use labelling as the nudging technique and examine if fibre claims are effective in encouraging healthier choices. Participants will be shown photographs of four different products, three with fibre claims present and one without, and eye-tracking technology will be used to investigate where consumers look and for how long, specifically analysing the frequency, duration, latency to respond, and inter-response time. Pre and post-interviews will be conducted.
The proposed research results will contribute knowledge to whether specific nudges are effective towards consumers’ purchasing habits. Results will be analysed using both SPSS and NVivo software.
Original language | English |
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Publication status | Accepted/In press - 17 May 2024 |
Event | EuroSense 2024: EUROSENSE 2024: A Sense of Global Culture - Royal Dublin Society (RDS), Dublin, Ireland Duration: 8 Sept 2024 → 11 Sept 2024 Conference number: 11th https://www.eurosense.elsevier.com/ |
Conference
Conference | EuroSense 2024 |
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Country/Territory | Ireland |
City | Dublin |
Period | 8/09/24 → 11/09/24 |
Internet address |
Keywords
- Nudging
- Food Choice
- Health