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Nudge the lunch: a field experiment testing primacy effects using a menu intervention approach in a university cafeteria
Uppsala universitet, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Samhällsvetenskapliga fakulteten, Nationalekonomiska institutionen.
2019 (engelsk)Independent thesis Advanced level (degree of Master (Two Years)), 20 poäng / 30 hpOppgave
Abstract [en]

The world is facing a global climate crisis and a collective step towards a more sustainable lifestyle is of importance. Food consumption accounts for a large part of an individuals’ total emissions and as the production of meat generally emits less green-house-gases than that of plant-based alternatives, changing towards a more plant-based diet can be one step to a more sustainable lifestyle. This study outlines a field experiment at a university cafeteria where the menu order was altered by random assignment. It is tested if placing the vegetarian option at the top of the menu has a causal effect on the share of vegetarian option sold that day, i.e. if it is possible to nudge customers to choose a more sustainable option. Using ordinary least squares and a beta regression models, the results do not show a positive treatment effect on the share of vegetarian option sold but do find a significantly average negative effect of 5.5 percentage points on the share of meat option sold. This effect it translated to an average negative effect of 6 percent on the daily emissions due to food sales at the cafeteria.

sted, utgiver, år, opplag, sider
2019. , s. 50
Emneord [en]
behavioral economics, nudging, sustainable food consumption, field experiment, menu intervention
HSV kategori
Identifikatorer
URN: urn:nbn:se:uu:diva-392280OAI: oai:DiVA.org:uu-392280DiVA, id: diva2:1347647
Tilgjengelig fra: 2019-09-02 Laget: 2019-09-02 Sist oppdatert: 2019-09-02bibliografisk kontrollert

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