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ISHS Acta Horticulturae 1132: XVIII International Symposium on Horticultural Economics and Management

Nudging fruit consumption at 11 university canteens in Berlin

Authors:   A. Bender, K.-W. Brandenburg, K. Reincke, W. Bokelmann
Keywords:   fruit sales, fruit consumption behavior, fruit intake, behavioral economics
DOI:   10.17660/ActaHortic.2016.1132.4
Abstract:
This behavioral economics experiment shows the effect of different presentation strategies on fruit sales at eleven canteens run by the student services “Studentenwerk Berlin”. The status quo of the presentation of fruit at the participating university canteens is analyzed, recommendations are given and interventions such as posters, an increased offer of fresh fruit desserts and a change in position of fruit bowls to the checkout area are being implemented by the canteen staff afterwards in order to increase fruit sales. Sales data from the checkout system is used to compare the sales of fruit and other desserts in relation to the daily amount of visitors. This pre-post comparison takes place during a four-week intervention period in 2014 and a four-week control period in 2013, as well as a second control period four weeks before the intervention period (control period 2014). While the amount of sold fruit options in relation to the number of overall visitors shall increase, the number of other dessert options in relation to the number of overall visitors should decrease. The experiment results show an increase in fruit sales and a decrease in sales of other desserts at eight out of eleven participating university canteens during the intervention period 2014 compared to the control period 2013. Comparing the intervention period 2014 to the control period 2014, the same result holds for seven out of eleven canteens. This study shows how small and cheap changes in fruit presentation and advertisement can improve fruit consumption and lower the consumption of less healthy dessert options.

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