A Multi-Store Intervention Study for Healthy Food Choices Using Behavioral Economics Methods for Health-Indifferent

2022 Fiscal Year Final Research Report

• Project/Area Number: 20K19667
• Research Category: Grant-in-Aid for Early-Career Scientists
• Allocation Type: Multi-year Fund
• Review Section: Basic Section 59040:Nutrition science and health science-related
• Research Institution: 株式会社辻料理教育研究所(辻静雄料理教育研究所 研究部門)
• Principal Investigator: Goryoda Sayuri 株式会社辻料理教育研究所(辻静雄料理教育研究所 研究部門), 研究部門, 客員研究員 (30829784)
• Project Period (FY): 2020-04-01 – 2023-03-31
• Keywords: ナッジ / 健康無関心層 / 食選択 / 介入 / 因果推論

Outline of Final Research Achievements

This study sought to investigate the use of nudges in real-world stores as a tool for seamlessly promoting healthy food choices among the general public, including those who are health-indifferent. Following a study employing the difference-in-differences approach, it was determined that the implementation of a nudge (intervention) that included logical and slow thinking resulted in an advantageous impact on sales. No significant increase in sales was found when only the intuitive, fast-thinking intervention was implemented. The results also suggest that the nudge's effectiveness might be shown further by continuing to use it until repeat customers are retained. Furthermore, elements such as the customer's background and socioeconomic status may influence the nudge's success.

Free Research Field

行動科学 公衆衛生学

Academic Significance and Societal Importance of the Research Achievements

栄養や健康を売りにしている店舗であれば、来店する時点で顧客のヘルスリテラシーが高いというバイアスが生じる可能性があるが、本研究では製菓・製パン店において介入を行ったため、対象者に健康無関心層がいない状態を回避できた。調理・製菓教育の実践的研究を目的に形成されたコンソーシアムの店舗を対象としたことで、店舗経営者に一般店で容易に導入できる成功事例に関する情報を届けやすい状況で実施することができた。