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• W4321850927 abstract "This field study set out to test whether consumers' history of making decisions in a particular choice context moderated the effectiveness of a nudge intervention to reduce meat consumption. In a Danish hospital canteen that served both staff members and visitors, a combination of nudges (Chef's recommendation sticker + prominent positioning) was implemented to promote vegetarian sandwiches. The sales of these sandwiches increased from 16.45% during the baseline period to 25.16% during the nudge intervention period. Most notably, this increase was caused by the visitors, who had weak location-bound preferences. Hospital staff members (who had strong location-bound preferences) were unaffected by the nudge in their choice. This is an important finding because the two consumer groups did not differ on their person-bound preferences for meat. It seems that behaviour change is best predicted by location-bound preferences, whereas the behaviour itself is best predicted by person-bound preferences. These findings can help organizations in estimating whether a nudge intervention has enough potential for behaviour change, or whether more directive policies are required." @default.
• W4321850927 created "2023-02-25" @default.
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• W4321850927 date "2023-02-25" @default.
• W4321850927 modified "2023-09-26" @default.
• W4321850927 title "We meat again: a field study on the moderating role of location-specific consumer preferences in nudging vegetarian options" @default.
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• W4321850927 doi "https://doi.org/10.1080/08870446.2023.2182896" @default.
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