Nudging healthy restaurant selection in an online food delivery platform: The effect of availability and priming

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63559338" target="_blank" >RIV/70883521:28120/22:63559338 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.transformations.knf.vu.lt/57c/article/nudg" target="_blank" >http://www.transformations.knf.vu.lt/57c/article/nudg</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Nudging healthy restaurant selection in an online food delivery platform: The effect of availability and priming

Popis výsledku v původním jazyce

The nudge theory has gained much attention in academia; however, little is known about the effects of nudges on online food service environments. Hence, the study tests the effect of availability and priming nudges on consumers’ selection of healthy restaurants in a food delivery platform. A 2 x 2 between-subjects factorial design was utilized, with health prime (presence vs. absence) and restaurant availability (high vs. low) as factors. About 264 university undergraduate students participated study and were randomly allocated to the experimental conditions. Inferential statistics and binary logistic regression were used in data analysis. The results confirm the effect of restaurant availability and oppose health primes’ effect. A healthy restaurant is likely chosen when the choice environment has more healthy options to choose from. Health primes may spark health awareness among consumers; however, to cause a behavioral change, robust priming elements are required to cancel familiarity and self-licensing biases. A potential adaptation or modification of offline nudges is imperative to remain effectual. We offer practical implications for food delivery platform providers and policymakers in addressing health concerns around online food delivery services.

Název v anglickém jazyce

Nudging healthy restaurant selection in an online food delivery platform: The effect of availability and priming

Popis výsledku anglicky

The nudge theory has gained much attention in academia; however, little is known about the effects of nudges on online food service environments. Hence, the study tests the effect of availability and priming nudges on consumers’ selection of healthy restaurants in a food delivery platform. A 2 x 2 between-subjects factorial design was utilized, with health prime (presence vs. absence) and restaurant availability (high vs. low) as factors. About 264 university undergraduate students participated study and were randomly allocated to the experimental conditions. Inferential statistics and binary logistic regression were used in data analysis. The results confirm the effect of restaurant availability and oppose health primes’ effect. A healthy restaurant is likely chosen when the choice environment has more healthy options to choose from. Health primes may spark health awareness among consumers; however, to cause a behavioral change, robust priming elements are required to cancel familiarity and self-licensing biases. A potential adaptation or modification of offline nudges is imperative to remain effectual. We offer practical implications for food delivery platform providers and policymakers in addressing health concerns around online food delivery services.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50201 - Economic Theory

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Transformations in Business &amp; Economics

ISSN

1648-4460

e-ISSN

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Svazek periodika

21

Číslo periodika v rámci svazku

3C

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

17

Strana od-do

395-411

Kód UT WoS článku

000927590600003

EID výsledku v databázi Scopus

2-s2.0-85147814564