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Nudge the lunch: a field experiment testing primacy effects using a menu intervention approach in a university cafeteria
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Economics.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2019. , p. 50
Keywords [en]
behavioral economics, nudging, sustainable food consumption, field experiment, menu intervention
National Category
Economics
Identifiers
URN: urn:nbn:se:uu:diva-392280OAI: oai:DiVA.org:uu-392280DiVA, id: diva2:1347647
Available from: 2019-09-02 Created: 2019-09-02 Last updated: 2019-09-02Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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