Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/260054 
Year of Publication: 
2012
Series/Report no.: 
Working Paper No. 2012:29
Publisher: 
Lund University, School of Economics and Management, Department of Economics, Lund
Abstract: 
Previous research shows that taste is one of the most important factors in determining food choices, and that food choices may be affected by "nudging". We analyze how taste, as determined by meal attributes, and nudging affects consumption of a healthy labeled meal. Our analysis is based on a field experiment in a lunch restaurant and our results imply that sales of the healthy labelled meal, and its market share, is greatly impacted by its taste. Nudging, as in order of display on the menu, does not impact sales of the healthy labelled meal in our experiment. We conclude that supplying tasty healthy meals may be key to significantly impact healthy eating, superior to other policy measures aimed at encouraging healthier food choices, such as information, nudging and food tax reforms.
Subjects: 
healthy food consumption
taste
nudging
field experiment
JEL: 
C93
D12
D83
I12
Document Type: 
Working Paper

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