1- ferdowsi university of mashhad
Abstract: (3 Views)
Introduction and Objective: Given that recommended intakes of essential nutrients, including protein and calcium, are not adequately met, there is an opportunity to redesign the positioning of food products to optimize food and nutrient consumption in accordance with consumers’ needs and preferences. Behavioral economics suggests that decision-making is not always rational and is strongly influenced by psychological biases, rapid responses, and, in some cases, unconscious processes. In this context, a nudge, as a behavioral economics tool, can influence individuals’ behavior in a predictable manner without restricting their choices or altering economic incentives. Accordingly, this study aims to investigate how behavioral economics tools, particularly incentive-based and visual nudges incorporated into the information consumers encounter on bread packaging, can consciously or unconsciously influence their food choices.
Materials and Methods: This study focused on enriched bakery bread products with enhanced micronutrient content, particularly protein. Data were collected through an online questionnaire from 190 participants who were randomly selected across different age, gender, educational, and income groups. The questionnaire consisted of three sections: demographic characteristics; an online choice experiment involving virtual bread packaging under three conditions (control, a text-based incentive nudge, and a visual nudge based on a health symbol); and questions assessing consumers’ perceptions, attitudes, and beliefs regarding healthy foods and nudges. The chi-square test was used to examine significant differences among the three experimental conditions, while a binary logistic regression model was employed to compare the effects of different conditions on bread choice. Data analysis was conducted using SPSS and Excel.
Results: The results showed that approximately 61% of respondents considered the promotion of foods fortified with micronutrients to be effective, while only a small proportion disagreed with its effectiveness. A large proportion of respondents also believed that consuming foods with enhanced micronutrient and mineral content could contribute to physical health. However, nearly one-fifth of participants expressed distrust toward the labels and symbols displayed on food packaging. The findings further indicated that, under the incentive-based nudge condition, a greater number of participants selected Fancy Bread B compared with the control condition. Similarly, under the visual nudge condition, in which a health-related label was displayed on the bread packaging, participants showed a preference for Fancy Bread B over Fancy Bread A.
Conclusion: The findings demonstrate that incorporating nudges into bread packaging can influence consumers’ food choices and encourage healthier purchasing decisions. Although both types of nudges—incentive-based and visual—were effective in altering food choices, the visual nudge had a stronger and more pronounced effect than the incentive-based nudge. Therefore, health policymakers are encouraged to consider the effectiveness of the nudging strategies identified in this study and to develop appropriate policies to enhance consumers’ trust in food packaging labels and health-related symbols.
Materials and Methods: This study focused on enriched bakery bread products with enhanced micronutrient content, particularly protein. Data were collected through an online questionnaire from 190 participants who were randomly selected across different age, gender, educational, and income groups. The questionnaire consisted of three sections: demographic characteristics; an online choice experiment involving virtual bread packaging under three conditions (control, a text-based incentive nudge, and a visual nudge based on a health symbol); and questions assessing consumers’ perceptions, attitudes, and beliefs regarding healthy foods and nudges. The chi-square test was used to examine significant differences among the three experimental conditions, while a binary logistic regression model was employed to compare the effects of different conditions on bread choice. Data analysis was conducted using SPSS and Excel.
Results: The results showed that approximately 61% of respondents considered the promotion of foods fortified with micronutrients to be effective, while only a small proportion disagreed with its effectiveness. A large proportion of respondents also believed that consuming foods with enhanced micronutrient and mineral content could contribute to physical health. However, nearly one-fifth of participants expressed distrust toward the labels and symbols displayed on food packaging. The findings further indicated that, under the incentive-based nudge condition, a greater number of participants selected Fancy Bread B compared with the control condition. Similarly, under the visual nudge condition, in which a health-related label was displayed on the bread packaging, participants showed a preference for Fancy Bread B over Fancy Bread A.
Conclusion: The findings demonstrate that incorporating nudges into bread packaging can influence consumers’ food choices and encourage healthier purchasing decisions. Although both types of nudges—incentive-based and visual—were effective in altering food choices, the visual nudge had a stronger and more pronounced effect than the incentive-based nudge. Therefore, health policymakers are encouraged to consider the effectiveness of the nudging strategies identified in this study and to develop appropriate policies to enhance consumers’ trust in food packaging labels and health-related symbols.
Type of Study: Research |
Received: 2024/08/28 | Accepted: 2026/09/7
Received: 2024/08/28 | Accepted: 2026/09/7
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