Using insights from behavioral economics to nudge individuals towards healthier choices when eating out: A restaurant experiment

Nudging towards sustainable dining: Exploring menu nudges to promote vegetarian meal choices in restaurants

Food choice behavior plays a large role in achieving sustainability goals. Meat in particular has a negative environmental impact as compared with plant-based food - and is more frequently chosen in restaurant contexts. To increase plant-based meal choices in restaurants, we tested three nudges for menus that are likely to be implemented by restaurant owners: a hedonic label (e.g., artisanal vegetable burger), a chef's recommendation (specifying the vegetarian option as the chef's favorite), and a salience nudge (a box around the vegetarian option). In an online experiment, we showed participants (n = 513) in four conditions (no nudge, hedonic label, chef's recommendation, and salience nudge) five menus with four meal options each, one of which was vegetarian. We asked participants to choose a meal and subsequently to rate these meals on how tasty and indulgent they were (taste and indulgence attributions). We then revealed which nudge was used to the participants and asked how participants received it. Results show that the hedonic label and chef's recommendation nudge (but not the salience nudge) both increase vegetarian meal choices. The hedonic label increased participants' attributions of indulgence of the meal, but not of tastiness. This finding fits with restaurants' gastronomic, pleasure-seeking context and shapes future directions of labeling interventions, namely that indulgence attributions can be increased in vegetarian foods. Furthermore, the nudges were generally well accepted and participants' intention to return to the (virtual) restaurant was high. Finally, customers expected the hedonic label nudge to be more effective in promoting vegetarian food choices than the other two nudges, partially corresponding with our findings of actual effectiveness.

The effect of spatial separation on food and drink choices from an online menu

Emerging research suggests that modifying the presentation context of healthy food items can subtly 'nudge' individuals to make healthier choices. The present study aimed to investigate the effect of spatial separation between high and low nutritional value items on food and drink choices from an online fast-food menu. Participants (N = 210 women) were presented with one of three pictorial menus in which high nutritional value food and drink items were presented spatially mixed, grouped, or separate from low nutritional value items. Participants were asked to make one selection from each menu category (a main, drink, and dessert), and then completed a measure of dietary restraint. Overall, there was no main effect of menu condition. However, dietary restraint status moderated the effect of menu condition on healthy choices. In particular, women who scored low (but not those who scored high) on dietary restraint were positively influenced by the experimental manipulation, making approximately 14 % healthier selections when high nutritional value items were presented separately from low nutritional value items. This was principally the case for desserts, and to a lesser extent drinks. The findings have practical implications for the design of online fast-food menus to promote healthier food and drink selections.

How do defaults and framing influence food choice? An intervention aimed at promoting plant-based choice in online menus

Nudging consumers towards plant-based foods by making these choices the default option is a promising strategy for effecting sustainable dietary change. In the hypothetical context of online food ordering in a Northern European country, we examined the underlying mechanisms and effectiveness of swapping the default in menus from meat to a plant-based meat alternative. Results showed that pre-selecting a plant-based option in the online setting was not enough to increase choice of plant-based meals alone. Rather, additionally framing the plant-based default as the more sustainable or tasty option was needed to significantly increase choice. While ease was unimportant and held constant in this online setting, endowment and implied endorsement were found to mediate default success such that the positive influence of endowment outweighed the (surprising) negative effect via endorsement. In contrast to general theoretical expectations of default nudges, an endorsement by an online food provider is unlikely to encourage plant-based choices.

Do Consumers Value Welfare and Environmental Attributes in Egg Production Similarly in Fresh Eggs and Prepared Meals?

Food items are increasingly chosen based on sustainability attributes as the public is becoming increasingly aware of the environmental and animal welfare impacts of production systems, in addition to the traditional consideration for nutrition. Although surveys have been used to investigate the demand for these attributes in unprocessed products, little information exists on how these attributes impact consumer preferences in the case of processed products or prepared meals. This study uses a stated preference survey to examine Quebec (Canada) consumers' preferences for eggs from four production systems with different impacts on animal welfare and on the environment. We compare the respondents' choices of fresh eggs and two prepared meals that contain eggs. Furthermore, we examine the shift in choices following information treatments on animal welfare, nutrition, or environmental impact attributes. Results indicate that respondents choose eggs from more sustainable production systems more frequently when included in prepared meals than in their unprocessed form. The provision of information led participants to update prior beliefs and revise their initial choices, especially for animal welfare attributes.

Nudging low-medium income mothers towards healthy child options in an online restaurant scenario

Helping mothers make the healthiest choices for their children when eating out can contribute to preventing the prevalence of childhood overweight and obesity, particularly in economically disadvantaged classes. Herein, we tested whether two different nudges (a default option and a social norm prompt) could guide low- and middle-income mothers towards healthier children's menu choices in a fictive restaurant setting and investigated the drivers of healthy child menu selection. A cross-sectional online survey was performed among 809 Italian mothers with children aged between 3 and 12 years, and a between-subjects design (control, nudge 1, and nudge 2) was applied. The findings revealed that both nudges had no significant effect on the number of healthy menu selections compared with the healthy choices made in the control condition. Furthermore, considering the entire sample, the results show that certain characteristics of a mother (e.g., authoritative parenting style) and child (younger age) duo increase the likelihood of the former selecting a healthy children's menu. Similarly, a positive correlation between the likelihood of choosing a healthy children's menu and the mother's involvement in the child's nutrition (meal preparation and weekly diet) was observed.

Fast-Food Optimal Defaults Reduce Calories Ordered, as Well as Dietary Autonomy: A Scenario-Based Experiment

BACKGROUND

Low-calorie menu items as optimal defaults may encourage healthier choices when people eat out. Limited research has studied default effects from the restauranteurs' perspective, as well as the public health perspective.

OBJECTIVE

To examine the effects of optimal defaults on calories ordered, dietary autonomy, and visit intention in the context of a fast-food drive-through.

DESIGN

Between-subjects randomized scenario-based experiment.

PARTICIPANTS/SETTING

In all, 377 adults who lived in the United States were recruited through a crowdsourcing platform in July 2020.

INTERVENTION

Participants were asked to visualize ordering a combo meal in a fast-food drive-through. They were randomly assigned to order from 1 of 3 menu boards: (1) menu items available for combos by customer choice, (2) combos that included traditional high-calorie default items, or (3) combos that included low-calorie optimal defaults.

MAIN OUTCOME MEASURES

Differences in calories ordered among groups, dietary autonomy, and restaurant visit intention.

ANALYSIS

Statistical tests included multiple regression, Kruskal-Wallis, χ², and 1-way analysis of variance. Covariates such as education and sex were tested in regression models as potential confounders.

RESULTS

Compared with the choice combo meals, optimal combo meals reduced calories ordered by consumers (-337 kcal, standard error = 19, P < .001), while traditional combos increased them (+132 kcal, standard error = 20, P < .001). No significant difference was found in visit intention. Dietary autonomy was affected by the optimal defaults (P = .025), even in participants with high health concern. Conversely, the traditional combo's effect on dietary autonomy was moderated by health concern (B = -0.26, P = .023), with only individuals with very high levels of health concern perceiving less autonomy.

CONCLUSIONS

Optimal defaults provided a robust reduction in calories ordered but had implications for dietary autonomy.

Visual Cues and Optimal Defaults in Fast-Food Combo Meals Benefit Health-Concerned Consumers-A Randomized Scenario-Based Experiment

BACKGROUND

The use of low-calorie menu items as optimal defaults and visual cues may nudge consumers to healthier choices at restaurants. However, little is known regarding their effects on emotions and behavioral intentions, particularly among people with different levels of health concern.

OBJECTIVE

Evaluate optimal defaults and visual cues' effect on anticipated pleasure and order intention depending upon consumers' health concern level.

DESIGN

Between-subjects randomized scenario-based experiment.

PARTICIPANTS/SETTING

In all, 636 US adults recruited through an online crowdsourcing platform in July 2020.

INTERVENTION

Participants saw 1 of 6 menu boards in a fast-food drive-through simulation. Half the menu boards included meal photos with (1) menu items to be arranged as a combo by choice (ie, create-your-own combo); (2) traditional combos that included high-calorie default items; or (3) optimal combos that included low-calorie default items. The remaining 3 boards were identical without photos.

MAIN OUTCOME MEASURES

Anticipated pleasure, order intention, and health concern were evaluated with 7-point Likert scales.

ANALYSIS

Statistical tests included multiple regression, Kruskal-Wallis, χ², and analysis of variance. Education and sex were tested as potential confounders.

RESULTS

Optimal combos negatively affected anticipated pleasure (P = .003) and order intention (P < .001) compared with choice combos. Order intention reduction was the same for traditional and optimal combos (P = .128). The presence of photos changed order intention for optimal combos but varied by consumer's health concern level. When health concern was lower, photos decreased the likelihood of ordering the optimal combos (B = -3.06, P = .001), but when health concern was higher, photos enhanced ordering intention compared with the choice group (B = 0.60, P = .001). The photos did not affect anticipated pleasure for any level of health concern.

CONCLUSIONS

The adverse effect of optimal defaults and how visual cues may reduce their negative effect should be considered in menu design.

Antecedents and consequences of healthiness in café service: Moderating effect of health concern

This study aims to examine the antecedents of consequences of healthiness in the café business context. Additionally, this study attests to the moderating effect of one's concern for health (health concern) between healthiness and attitude. To attain a more vivid response, this research selected Starbucks coffeehouse as a case study. Hygiene, healthiness, and nutritional disclosure are the determinants of healthiness in the café business area. The consequences of healthiness are attitude and purchase intention for café products. Health concern is the moderating variable between healthiness and attitude in the context of café businesses. In order to test the association between attributes, a survey was used. Amazon Mechanical Turk was chosen to recruit survey participants. The valid observation for data analysis was 455 participants. For hypothesis testing, a structural equation model was implemented. Regarding the results, health concern is positively influenced by hygiene and organicness, but healthiness is negatively affected by nutritional disclosure. Moreover, it was found that health concern significantly moderates the relationship between healthiness and attitude, and attitude exerts a positive effect on purchase intention.

A reversal of defaults: Implementing a menu-based default nudge to promote out-of-home consumer adoption of plant-based meat alternatives

Restaurants are characterized by high levels of meat being consumed in this out-of-home setting, while plant-based meat alternatives remain a niche product, thus preserving a high environmental impact of food consumption. We tested whether subtly re-designing the restaurant menu, so that plant-based meat alternatives were perceived as the default to a greater extent, increased consumer selection of plant-based meat alternatives. Consumers' freedom of choice was preserved by leaving all choice options on the menu. An online experiment in The Netherlands showed that consumers choose plant-based meat alternatives more often relative to meat when the plant-based option is framed as the default. In a field experiment in a Dutch restaurant, we found that the amount of ordered plant-based meat alternative dishes substantially increased relative to an equivalent meat dish when implementing a default nudge (bean alternative: from 8.6% to 80.0%; seaweed alternative: from 16.1% to 58.3%). Thus, re-designing the menu in a way that suggests that plant-based meat alternatives are the default, while preserving autonomous decision-making, is a promising route to promote out-of-home adoption of plant-based meat alternatives in restaurants.

A Consumer Segmentation Study of Nutrition Information Seeking and Its Relation to Food Consumption in Beijing, China

The aim of this study is to identify consumer groups based on nutrition information-seeking behavior and how it relates to food consumption. Although the Chinese public can now access nutrition information through different channels, research on the segmentation of homogeneous consumer groups seeking nutrition information is lacking. This study closes this research gap and, in doing so, also shows how information seeking is related to dietary behavior. A questionnaire was sent out to a stratified random sample in Beijing, resulting in 448 responses. A cluster analysis using hierarchical methods was conducted, identifying four distinct consumer groups: Multi-Channel (27.43%), Mass Media (20.57%), Moderate (27.88%), and Uninterested (24.12%). The four segments differed significantly concerning food consumption frequencies, food literacy, and sociodemographic characteristics. Consumers who were more involved in nutrition information tended to eat healthier. Our findings indicate that nutrition information is worth promoting, but this kind of intervention is not a cure-all. Targeted interventions should focus on uninterested populations by providing non-informational nudging strategies to promote healthy eating behaviors. This study contributes to the identification of meaningful profiles for targeted interventions, particularly as regards uninterested or unreached consumers.

Digital Nudging for Online Food Choices

When people search for what to cook for the day, they increasingly use online recipe sites to find inspiration. Such recipe sites often show popular recipes to make it easier to find a suitable choice. However, these popular recipes are not always the healthiest options and can promote an unhealthy lifestyle. Our goal is to understand to what extent it is possible to steer the food selection of people through digital nudging. While nudges have been shown to affect humans' behavior regarding food choices in the physical world, there is little research on the impact of nudges on online food choices. Specifically, it is unclear how different nudges impact (i) the behavior of people, (ii) the time they need to make a decision, and (iii) their satisfaction and confidence with their selection. We investigate the effects of highlighting, defaults, social information, and warnings on the decision-making of online users through two consecutive user studies. Our results show that a hybrid nudge, which both involves setting a default and adding social information, significantly increases the likelihood that a nudged item is selected. Moreover, it may help decreasing the required decision time for participants while having no negative effects on the participant's satisfaction and confidence. Overall, our work provides evidence that nudges can be effective in this domain, but also that the type of a digital nudge matters. Therefore, different nudges should be evaluated in practical applications.

Nudging Healthy Choices in Food Search Through Visual Attractiveness

Recipe websites are becoming increasingly popular to support people in their home cooking. However, most of these websites prioritize popular recipes, which tend to be unhealthy. Drawing upon research on visual biases and nudges, this paper investigates whether healthy food choices can be supported in food search by depicting attractive images alongside recipes, as well as by re-ranking search results on health. After modelling the visual attractiveness of recipe images, we asked 239 users to search for specific online recipes and to select those they liked the most. Our analyses revealed that users tended to choose a healthier recipe if a visually attractive image was depicted alongside it, as well as if it was listed at the top of a list of search results. Even though less popular recipes were promoted this way, it did not come at the cost of a user’s level of satisfaction.

Clean safety message framing as survival strategies for small independent restaurants during the COVID-19 pandemic

Although Korea is considered as being successful in controlling the coronavirus disease without a lockdown, the COVID-19 pandemic has led to enormous changes in Korean restaurant operations. This study was designed to document the impact of clean safety food message framing as a survival strategy for small independent restaurants on customer repurchase intention and actual sales. Results indicated that customer intention to repurchase menu items to which message framing were applied significantly improved sales performance of specific restaurant menu items identified in this study. Such positive effects remained stable, which in turn confirmed that clean safety message framing can be a highly efficient sales promotion strategy for small, independent restaurants, specifically during pandemic such as COVID-19. These findings can be employed by restaurants to achieve sustained competitive advantages through the development of more appropriate types of clean safety message framing targeted to consumers who are skeptical to dine-in or order from restaurants.

Nudging to get our food choices on a sustainable track

Food production is one of the major contributors to environmental damage. Adaptations in our food choices are needed to preserve resources for the needs of future generations. More sustainable consumption patterns have been encouraged by economic incentives, laws, education and communication campaigns. Nonetheless, consumers still find difficulties in trying to change their current food habits. This review takes a behavioural approach in encouraging sustainable food choices among consumers. From a nudging perspective, many behavioural changes can be encouraged in a non-obtrusive way by adapting the complex food environment in which consumers are operating. These interventions do not restrict consumers' choices but rather adapt the choice architecture wherein food decisions are made. Drawing on the literature from diverse theoretical perspectives, we provide an overview of the application of nudging for more sustainable food choices and highlight where more research is needed. More specifically, we discuss research that used nudging to engender cognitive impact (i.e. the use of labels or visibility enhancements), affective responses (i.e. sensorial and social influence cues) and behavioural effects (i.e. adjustments in convenience and product size). We conclude that this review only shows the tip of the iceberg of the research on nudging and sustainable consumption that is likely forthcoming in the next few years, following the successes of nudging applications in other domains. Nonetheless, each individual nudging intervention requires careful examination. Personal predispositions towards the environment should be considered when designing interventions, demonstrating the complementarity of nudging with education on sustainable consumption.