How to make people do healthy choices At the table, starting from intelligent purchases that favor healthy foods? And, above all, with what mechanisms can the composition of a virtual health “trolley” be facilitated?
One response, in the future, could come from the search for Duke-Nus Medical School experts, who tried to evaluate how much and how and how The kind push (the classic approach of nudge) can affect spending.
As? Through a kit of digital tools that helps consumers a make healthy food choices online. The results of this approach were presented on American Journal of Preventive Medicine (first author Soye Shin) and propose themselves as a future development opportunity towards smart purchases.
There are no major upheavals
The study shows how it is not necessary to think of particularly complex strategies to respond to the needs of consumers e favor more adequate choices from a nutritional point of view. On the basis of what emerges from the study, simple but strategic digital features are sufficient, such as Nutritional quality indicators coded in color and a suggestion for healthier alternativesto be added to the platform on which online shopping is operated.
The nutritional quality of the buyers’ trolleys is simply improved and significantly and significantly improved and significantly improved.
In particular, the experts tried to combine what emerges from the classic information for the consumer, present as labels on the package (generally only the tendencies of those who buy), to improve the situation.
In a randomized study conducted on Nusmart, an online grocery store designed by the Duke-Nus team, the study participants were randomly divided into two groups And they were asked to make a total of three orders in a variable period of time from three to six weeks. While the subjects assigned to the control group used a standard version of the sales model, the other population entered virtually in the shop with additional digital functionality.
Nudge strategies
Basically, alongside the general indications, specific information for consumers has been added, starting from nutritional quality With a classic traffic light and therefore with the visual opportunity to easily choose the option to be limited in purchases. Not only that. The scores were considered according to the energy levelssugar, sodium, saturated fats, fruit/vegetables, proteins and food fibers for 100 grams or millimeters, transforming them into votes. Still. The options with possible purchases have been placed at the top of the list of possible purchases best nutritional opportunities, While in the control group, all the items were inserted in alphabetical order. Again: already in the composition of the cart, moment after moment, the buyer was able to consider the nutritional value of his shopping basket, also comparing it with a positive reference trolley. Finally, virtual customers were able to view Up to four healthier alternatives With prices and characteristics similar to each selected food product and replace the chosen product with the healthiest alternative With a simple click.
How the shopping changes
Thanks to these approaches, considering the two groups of subjects studied, it has been seen that the situation changes, and much, compared to the situations in which it is aimed only on information on the label. It was observed in the group of subjects who received All these additional stimuli A general drop in the (purchased) quantity of calories, of total fats, of saturated fats of sugars and sodium. In short, it has been discovered that by adding simple digital features you can really lead to healthier food choices. Maybe even taking us towards more ethical choices in terms of sustainability.
And the nudge or delicate push that supports certain behaviors, can also be of great help in going In addition to the simple ratio between quality and price.
A scientific key of this mechanism comes from a study that appeared some time ago on Appetite. The research was based on the value of the nudge as part of the identification and purchase of food products that provide for the supermarket counter in their path, a particular attention to animal welfare. Almost to demonstrate how much and how our thoughts and our perceptions They can also affect the attitudes in terms of spending and purchase at the table. For our health and the environment. The important thing is to limit complexity, also limiting the effort that implies the proposal. And it is necessary to be transparent.
