How to influence shopper choices when it comes to sustainable and healthy alternatives

Evidence from two recent academic studies

How technology can reduce the environmental impact of food choices

In spite of growing concern for the environment an analysis of 10 years of household food purchases (2012–2021) in Germany and the Netherlands reveals:

1. No decline in the greenhouse gas intensity of food baskets
2. Strong variation in damaging behaviour: 20% of households account for more than 40% of food-related green house gas emissions
3. Plant-based meat and dairy alternatives remain a niche offering

One barrier the study identifies is consumers’ lack of knowledge about consequences of different food choices, a phenomenon they call “carbon innumeracy”. In two lab experiments the authors show that personalized feedback via an app (see graphic) that allows consumers to calculate and benchmark their food-related emissions helps:

• improve environmental knowledge
  change purchase intentions: choice shares of plant-based alternatives double, while emissions from food choices drop by up to 33%.
• The authors conclude that it is possible and effective to counter “carbon innumeracy”.

While offering better (more sustainable) products is necessary, it may not be sufficient. Make sure shoppers have the information that empowers them to make better decisions.

How framing of nutrition impacts affects the adoption of healthy choices

A manufacturer offering a product that is more healthy than what‘s currently available could promote this benefit by emphasizing what’s been added (“now with vitamins” or “more fibre”) or what’s been removed (“25% less sugar” or “now fat-free”).

A recent study combining a meta-analysis (61 papers which have studied addition or removal claims) with multiple experiments shows that claims focusing on additions rather than removals consistently lead to stronger consumer interest and purchase intent. Why? Consumers perceive added nutrients as offering better value than removing something unhealthy.

For launches that cannot claim an addition, the removal information should be supplemented by communication which informs about the specific value of this change (for example, better sleep or lower blood pressure).

In summary, food marketers and policy makers should highlight what’s been added when promoting healthy choices. In case of removal claims, make sure to emphasize the value of less.