What are ‘nudges’ and how can they influence consumers?
In the dynamic world of consumer behaviour, nudging has emerged as a powerful tool for steering choices towards sustainability. Nudges can be used to enhance product appeal, simplify purchasing, and provide feedback to consumers on their choice of purchase.
Marketing professionals can make subtle use of factors that influence consumers’ purchase decisions, these include product design, pricing, labelling, product placement, promotions, and other persuasive marketing material.
Throughout this informational, we’ll explore key studies that demonstrate the effectiveness of nudging in encouraging consumers to make environmentally conscious and plant-based food choices:
- The essence of nudging
- Libertarian paternalism and choice architecture
- Ethical considerations, responsibility, and individual autonomy
- Strategic shelf placement
- Default options for plant-based meals
- Traffic light-labelling and informed choices
- Indirect prompts: music, scent, and product preferences
- Appealing visuals
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