在超市中通过电子邮件推健康食品选择
Ana Balsa1, Cecilia Noboa2, Patricia Triunfo2
1Department of Economics and, School of Business and Economics, University of Montevideo, Montevideo, Uruguay.
Health economics
|March 21, 2024
概括
通过WhatsApp的健康食品推动干预,健康食品的购买量增加了8%,但也无意中增加了不健康食品的购买量. 这些影响在干预后逐渐消失,这表明信息的突出性推动了行为变化.
科学领域:
- 行为经济学是一种行为经济学.
- 公共卫生 营养 公共卫生 营养
- 消费者行为 消费者行为
背景情况:
- 饮食选择对公共卫生结果产生重大影响.
- 超市干预提供了一个可扩展的方法来影响食品购买行为.
- 了解数字推动在促进健康饮食方面的有效性至关重要.
研究的目的:
- 为了评估基于WhatsApp的健康食品推动干预对客户购买习惯的影响.
- 确定具体的食品类别受到干预的影响,无论是积极的还是消极的.
- 探索人口群体之间的差异性影响以及干预效应的持久性.
主要方法:
- 这是一项随机对照试验,涉及乌拉圭1590名超市忠诚度计划客户.
- 干预组每周收到WhatsApp消息,强调健康饮食的好处和建议,持续8周.
- 分析购买数据,以比较治疗和对照组之间的健康和不健康食品消费的变化.
主要成果:
- 干预组增加了8%的健康食品购买量,并从含糖饮料转向无糖饮料.
- 观察到不健康食品的购买量意外增加了7%,而总体热量没有增加,这表明产品被替代了.
- 社会经济地位较低的家庭和12岁以下的儿童在购买水果和蔬菜时的增加更大.
结论:
- WhatsApp nudges可以影响健康食品的购买,但可能会对不健康的食品消费产生意想不到的后果.
- 干预的临时效应表明,保持注意力 (突出) 是关键,而不是仅仅提供信息.
- 可能需要有针对性的方法来最大限度地提高弱势群体的利益,并确保持续的行为改变.
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