Beyond information: The power of personalized nudges in promoting vegetable purchases

This study explores the impact of providing general health-related information and personalized nudges aimed at modifying cognitive biases on enhancing vegetable purchases and consumption. We conducted a four-month natural field experiment and analyzed daily purchase records of 942 households using receipt scanner data. While merely explaining the loss-framed health benefits of vegetables did not significantly alter the overall vegetable purchasing habits, we observed a notable decrease in meat purchases, attributing this to the indirect effects of vegetable information. Additionally, when the status of relative vegetable purchases amount was provided based on personal purchase histories, individuals who initially purchased more vegetables demonstrated an increased buying volume. This effect was more pronounced in households with children than in those without. The nudging interventions had long-term effects beyond the experiment’s duration, possibly driven by an altruistic concern for children’s health within the household. Therefore, while nudges alone are not a complete solution, their ability to effect long-term changes in household purchasing patterns suggests that they can be a valuable addition to policy tools promoting sustainable and healthy food choices, as well as traditional mass-targeted promotion strategies.