Public acceptance of default nudges to promote healthy and sustainable food choices
 
More details
Hide details
1
University of Goettingen, Goettingen, Germany
 
 
Publication date: 2023-04-27
 
 
Popul. Med. 2023;5(Supplement):A1609
 
ABSTRACT
Background: Default nudges constitute an increasingly relevant policy arena for promoting healthy and sustainable food choices while preserving individual freedom of choice. However, default nudge effectiveness and acceptance have been identified as trade-offs. This study examines public acceptance, and its drivers, of five nudges aimed at shifting food choices, as well as a design variation of each nudge anticipated to increase acceptance. Selected nudges were adapted from studies and/or policies with demonstrated precedent of effectiveness. Methods: Participants of an online survey rated acceptance of ten nudge scenarios (five original, five variations) - (1) eat less butter; (2) eat less meat; (3) climate-friendly groceries, (4) low-energy side dishes; and (5) donation for regional dairy products. Participants then reported on three drivers for each nudge and variation: (1) perceived intrusiveness on individual freedom of choice; (2) perceived effectiveness; and (3) own engagement in the targeted behavior. Variables were measured using 7-point Likert scales. The effects of design changes on acceptance were examined via significant differences in median acceptance of original and variation scenarios. The effects of examined drivers on acceptance were estimated using proportional odds ordered logit models. Results: Design variations increased the acceptance of three of the five nudges: (2) eat less meat (+24.5% full acceptance), (3) climate-friendly groceries (+9.0%), (4) low-energy side dishes (+10.5%). Perceived intrusiveness emerged as the most influential driver of acceptance, followed by perceived effectiveness. Own behavior and socio-demographics held relatively little effect on acceptance. Conclusions: The results highlight opportunities for choice architects to achieve 'sweet spots' in designing default nudges that balance effectiveness and acceptance, principally by mitigating the costliness of opting out and improving nudge transparency. The protection of individual freedom of choice and, in most cases, effectiveness, emerge as key aspects for choice architects to emphasize in default nudge communication to increase acceptance.  
ISSN:2654-1459
Journals System - logo
Scroll to top