Caso, Gerarda (2023) Nudging vulnerable consumers toward healthy food choices. [Tesi di dottorato]

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Abstract

The overall goal of the thesis project was to monitor the behavior of vulnerable consumers and guide them toward healthier food choices using techniques from behavioral economics (such as nudging). To achieve these goals, the current research has produced 4 main papers. Two papers analyzed the drivers and behaviors of specific vulnerable targets (i.e., the elderly) to provide a solid background in structuring ah-hoc interventions designed to promote optimal food choices. Namely, a systematic literature review on the over-65y that provided a comprehensive picture of the factors and sub-factors that drive their (un)healthy food choices; and an empirical analysis conducted among a representative sample of Danish senior citizens to identify useful strategies for soliciting Vitamin D supplement intake in line with national public health recommendations. The remaining research investigated, through randomized controlled experiments, the effectiveness of specific types of nudging (i.e., default option, social norms, framing) in directing vulnerable targets (mothers of 3- to 12-year-old children with low to middle income and over-consumers of red and processed meat) toward the healthiest food option when implemented in the choice environment. Specifically, in one study, the addition of nudge to the healthy menu when presented to mothers for their child's meal choice at restaurants did not significantly shift selection toward the healthier option. The second study analyzed consumers of red and processed meat beyond the World Health Organization's recommended amounts exposure to loss-framing messages about the negative impact of excessive meat consumption. Findings showed that nudges significantly reduced future meat consumption intentions.

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