Public acceptance of default nudges to promote healthy and sustainable food choices.

BACKGROUND: Default nudges are an increasingly prominent tool for promoting healthy and sustainable food choices; however, questions of acceptance remain. While default nudges are more acceptable to the public than traditionally paternalistic tools that aim to restrict choice, they are also the least acceptable amongst nudging strategies. Little research has investigated the aspects of default nudge design that can be leveraged to better uphold freedom of choice, increase public acceptance, and therefore heighten legitimacy of default nudges. Consequently, this study examines public acceptance of five food choice default nudges with demonstrated precedent of effectiveness, as drawn from research studies and/or real-world policies, along with a design variation of each anticipated to increase acceptance. Three drivers of acceptance - perceived intrusiveness, perceived effectiveness, and own behavior - are examined. METHODS: An online survey was administered in Germany (N = 451) to a sample representative of the adult population on quotas of age, gender and income. Acceptance and drivers were measured using seven-point Likert scales. Significant differences in median acceptance of the nudge were determined and displayed graphically. Ten proportional odds ordered logit models were applied and estimated using a maximum likelihood approach to investigate the mechanisms of nudge acceptance. RESULTS: Examined changes in nudge design, particularly decreasing costliness of opting out and increasing transparency, increased the acceptance of three of the five nudges (N2.2: p = 0.000; N3.2: p = 0.000; N4.2: p = 0.008). Perceived intrusiveness emerged as the most prominent driver of acceptance (negative relationship), followed by perceived effectiveness (positive relationship). Own engagement in the target behavior of the nudge and socio-demographic variables demonstrated negligible impact on acceptance. CONCLUSIONS: Mitigating the costliness of opting out and improving nudge transparency emerge as key opportunities for choice architects to improve public acceptance, and thereby potentially identify 'sweet spots' in designing default nudges that are both effective and acceptable. The protection of individual freedom of choice and effectiveness are key aspects for choice architects to communicate to increase acceptance.

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.

Consumer demand for novel fruit and vegetable products with extended shelf lives in East Africa: a multinational multi-product analysis.

OBJECTIVE: To evaluate the potential of products made out of underutilised fruits and vegetables for closing seasonal nutritional gaps among rural and urban consumers in East Africa. DESIGN: The multinational analysis combines sensory testing and experimental auctions to assess consumers' perceptions and willingness to pay (WTP) for 6 different fruit and vegetable products. SETTING: Open markets in rural and urban areas in Kenya, Tanzania and Uganda. PARTICIPANTS: There were 939 male and female adults who were at least 18 years old. RESULTS: Tobit models for each product show that besides sensory perception, similar socio-demographic characteristics influence consumers' WTP for these products in all 3 countries. The products are especially liked among younger, male and urban consumers. CONCLUSION: We conclude that there is demand and a potential market for processed fruit and vegetable products based on indigenous raw material in East Africa. The products, thus, have promising potential to improve nutrition, especially during off-season conditions when access to fresh produce is limited.

The price penalty for red meat substitutes in popular dishes and the diversity in substitution.

Life cycle assessments (LCA) often highlight the environmental and health benefits for consumers if western diets substitute red meat. However, the specific trade-off consumer face when asked to substitute a red meat dish is scarcely researched, often neglecting the bouquet of substitution options and/or the price component involved. Four substitution strategies are evaluated within an individually adapted choice based conjoint: the substitution by (1) the same red meat dishes with a halved meat portion size, (2) novel plant-based products that mimic the functionality and taste, (3) authentic plant-based components that just mimic the functionality, and (4) vegetarian dishes that just neglect the meat component if still familiar to consumers. The analysis is executed for three popular red meat dishes to account for consistency across meal scenarios, namely Meatballs, Spaghetti Bolognese and Sausage Buns. The analysis is sensitive to red meat consumption habits to better understand the preferences of consumers that can actually substitute a red meat intake.