Nudging Towards Sustainable Choices: the Power of Default Options
Nudging healthy and sustainable food choices: three randomised controlled field experiments using a vegetarian lunch-default as a normative signal.
In today’s world, where the impact of our everyday choices on both personal health and global sustainability is increasingly recognised, finding effective ways to encourage healthier and more sustainable behaviours has become paramount. One area where small changes can lead to significant results is in our food choices. Research has shown that the production and consumption of meat not only contribute to health issues but also play a significant role in climate change, responsible for approximately 15% of total global CO2 emissions.
But how can we influence people’s dietary decisions without resorting to invasive or unpopular measures? The answer lies in the strategy of nudging. By leveraging small, contextual factors, nudges offer a subtle yet powerful way to guide individuals towards healthier and more sustainable choices.
Default options as normative signals
One particularly effective behavioural insight in nudging involves using default options as normative signals. In these cases, the default option suggests or signals a choice, rather than implements a choice, when choices are not made. Yet, this subtle framing can influence decision-making significantly.
A series of phase 1 experiments conducted by iNudgeyou, published in the prestigiousprovides compelling evidence of the efficacy of normative default nudges in promoting healthy and sustainable food choices. In these experiments, participants at three conferences were presented with a choice between a non-vegetarian buffet and a vegetarian buffet during registration. However, the framing of the vegetarian buffet as the default option implicitly suggested the choice as encouraged by the conference organisers.
Figure 1. Illustration of the behavioural concept, showing Group 1 (Standard) and Group 2 (Treatment).
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Striking Results
The results were striking. In the group where the vegetarian option was presented as the default, an overwhelming 87% of participants on average chose the vegetarian option. In contrast, when the default option was non-vegetarian, only 6% of participants on average opted for the vegetarian choice. This simple framing of the default option led to a significant shift towards healthier and more sustainable food choices among conference participants.
Furthermore, participant feedback revealed strong approval of the nudge intervention, with 90% of respondents expressing support for the approach of using the default as a normative signal to encourage their food choices in this situation. This high level of acceptance underscores the effectiveness and acceptability of normative default nudges in promoting positive behaviour change.
Figure 2. Lunch choice (%). Percentage of people choosing vegetarian option over non-vegetarian option across the three conferences.
Implications
The implications of these findings extend far beyond conference settings. By implementing normative default nudges in various contexts, such as restaurants, cafeterias, and food delivery services, we can empower individuals to make healthier and more sustainable choices effortlessly. Moreover, the scalability and cost-effectiveness of normative default nudges make them a valuable tool in the fight against both the global food-health crisis and climate change.
In conclusion, using default options as normative signals represents a powerful, scalable, and well-accepted nudge for promoting healthy and sustainable food choices. We are proud to have published these ground-breaking results in the and as we continue to explore innovative ways to address pressing health and environmental challenges, nudging towards sustainable behaviours offers a promising pathway towards a healthier, more sustainable future.
Read the research paper
Hansen, P. G., Schilling, M., & Malthesen, M. (2021). Nudging healthy & sustainable food choices: three randomized controlled field experiments using a vegetarian lunch-default as a normative signal. Journal of Public Health, 43(2), 392-397. https://doi.org/10.1093/pubmed/fdz154
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