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How can a dynamic digital food menu nudge customers towards sustainable choices?
Malmö University, Faculty of Technology and Society (TS).
2022 (English)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
Abstract [en]

Since agriculture is a large source of emissions today, changes in our food production and consumption are required to reach EU climate goals. This study aims to find out if nudging combined with knowledge-based system can be used to influence customers’ choice towards more sustainable food. To investigate how the knowledge-based system should be created a quasi-field experiment was performed to measure the effect of re-ordering a menu (with vegetarian options on top). Previous studies have shown that nudging yields result, but without reporting how customers feel about being nudged. To investigate this, a selection of participants with different demographics (age, sex etc.) were presented digital lunch menus and their feelings and thoughts were observed through qualitative research in the shape of think aloud sessions. The participants were presented with three menus that used different nudging tactics. The results were used to create a conceptual model of a digital menu system based which builds upon knowledge-based systems. The system integrated social, label and order nudges as well as profit margin to create a system that is sustainable in the perspective of climate, as well as economy. 

Abstract [sv]

Eftersom lantbruket är en stor källa till utsläpp idag så krävs det förändringar i vår produktion såväl som konsumtion om vi ska nå EU klimat mål. Den här studien siktar på att ta reda på om nudging i kombination med knowledge-based systems kan användas för att påverka kunders val mot hållbar mat. För att undersöka hur ett knowledge-based system ska skapas så utfördes ett kvasi-fält-experiment för att mäta effekten av att ställa om ordningen på en meny (där de vegetariska alternativen var högst upp). Tidigare studier har visat att nudging ger resultat, men utan att rapportera hur kunder upplever att bli nudged. För att undersöka detta så visades deltagare med olika demografi (ålder, kön osv.) en digital lunchmeny, där deras känslor och tankar observerades genom kvalitativ forskning i form av think aloud sessioner. Deltagarna blev presenterade tre menyer som använde olika nudging taktiker. Resultaten användes för att skapa en konceptuell modell för en digital meny som bygger på knowledge-based systems. Systemet integrerade social, label, ordning nudges så väl som vinstmarginal för att skapa ett system som är hållbart både från klimat och ekonomiskt perspektiv. 

Place, publisher, year, edition, pages
2022. , p. 24
Keywords [en]
nudging, knowledge-based-system, sustainability, food
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:mau:diva-52099OAI: oai:DiVA.org:mau-52099DiVA, id: diva2:1664891
External cooperation
Resturang Niagara
Educational program
TS Systemutvecklare
Supervisors
Examiners
Available from: 2022-06-23 Created: 2022-06-06 Last updated: 2022-06-23Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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