Nudging strategies for healthier food purchasing behaviour in food delivery apps among Portuguese consumers

Abstract

The present study investigates the effectiveness of nudging strategies in promoting healthier purchasing behaviour in food delivery apps among Portuguese consumers. The study aims to assess whether salience nudges, social norms nudges, or a combination of both can promote healthier food purchasing intentions. A quantitative, between-subjects experimental design was used, involving 196 participants randomly assigned to one of four conditions: a control group, a salience nudge group, a social norms nudge group, or a mixed nudge group. The participants were presented with a mock-up food delivery app, where they were asked to select meals, with some groups receiving nudges highlighting healthier options. The results indicated that the salience nudge significantly influenced healthier purchasing intentions compared to the control group. However, the social norms nudge and the mixed nudges did not show statistically significant effects. The salience nudge, which involved visual cues indicating healthier meal options, proved to be the most effective strategy in encouraging healthier choices in food delivery app among Portuguese individuals. This study contributes to the growing body of research on digital nudging and its application in food delivery apps. The findings suggest that salience nudges can effectively promote healthier food purchasing behaviours in digital environments.

Date of Award	17 Dec 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Teresa Almeida (Supervisor)