Nudging Consumers toward Healthier Food Choices: A Field Study on the Effect of Social Norms

Food choices influence the health of individuals, and supermarkets are place where part world population makes their food on a daily basis. Different methods to purchasing habits used, from promotions location. However, very few supermarket chains use social norms, human need conform perceived behavior group, increase healthy purchase habits. This research seeks understand how norm nudge, message conveying fruit vegetable norms positioned in strategic places, can effectively change choices. Using data an intervention Portuguese supermarket, quantities 1636 customers were measured over three months compared with corresponding period previous year. The results show that nudge positively affected those whose categorized as less healthy, while slightly negatively affected. Moreover, follow-up inferential statistical analysis allows us conclude applying this at larger scale would deliver significant financial for chain which study took place, by decreasing costs related produce perishability simultaneously improving consumer sustainability planet.