Behavioral economics and the psychology of fruit and vegetable consumption: A scientific overview, 2012
Posted: June 26th, 2012 - 10:36am
Source: Produce for Better Health Foundation
Drawing from principles associated with behavior economics and psychology, a new consumer behavior theory is becoming more widely accepted across the social sciences. The new theory draws on scientific evidence showing that systematic biases in consumers’ beliefs, preferences, and decision processes underlie many societal problems, including poor dietary habits. Leveraging this new theory, research has shown that the use of certain marketing displays, tools, incentives, and promotions can make it easier for consumers to make fruit and vegetable consumption decisions that support long-term health. In this scientific overview, we outline tools that encourage the purchase and intake of more fruit and vegetables. As this literature review shows, there is evidence that the following tools can or may be effective:
• display and setting tools;
• incentive and price tools;
• planning and habit tools; and,
• messaging tools.