Digital nudging and consumers food choice: the role of food choice motives

Abstract

Abstract This study investigated the effectiveness of digital nudging techniques for promoting healthier and more sustainable food choices in online supermarkets. It also investigated the potential individualization of digital nudging elements based on their health motives and sustainability motives regarding food choice. A sample of 158 participants was divided into three experimental conditions to test the impact of different nudging techniques. Data were collected through an online survey and analyzed by using ANOVA and ANCOVA. The findings revealed that digital nudging techniques significantly influenced consumer behavior, with higher acceptance rates observed when the nudges aligned with the participants' sustainability motives.