Research into online nudging with fruit and vegetables

By using nudges on the shop floor, consumers in the supermarket buy more fruit and vegetables, as the 2018 experiment of the National Action Plan for Fruit and Vegetables (NAGF) showed. This time, NAGF is investigating which nudges - nudges in the right direction - are possible in the online environment of supermarket Hoogvliet.

Eating more fruit and vegetables requires a change in behaviour. And you don't achieve that just like that. The 2018 experiment showed that nudges applied on the shop floor had a positive effect on fruit and vegetable sales. Shoppers indicated that they had not seen the nudges, but were influenced by them. To investigate what else can be done to help consumers choose more fruit and vegetables, NAGF will now test how nudges can be applied in an online environment and whether the same positive effects can be achieved there as in a physical environment. This time, the nudges will be used for a number of weeks on the Hoogvliet website and in the Hoogvliet ordering app.

Karin Bemelmans, coordinator of the National Fruit and Vegetable Action Plan: "Partly due to Corona, online shopping has taken off. To help consumers choose fruit and vegetables more often, it is important that we also focus on the online environment."

The survey will run from 24 May to 20 June and the results will be available after the summer. 

nagf.nl