Nudging Consumers toward Better Food Choices: Policy Approaches to Changing Food Consumption Behaviors

The high prevalence of obesity and its associated illnesses, such as cancer, heart disease and diabetes, has sparked interest in finding ways to encourage consumers to make healthier food choices. At the public level, providing information about why and how to choose a healthy diet has been the typical approach to encouraging behavioral change. Information can also influence food producers and marketers to develop and promote more healthful products, creating an environment in which it is easier for consumers to make healthier dietary choices. Nevertheless, information may not always be effective in improving food choices. One explanation is that nutrition information is complex and difficult to convey in a clear, actionable manner. Also, knowledge, while necessary, may not be sufficient to motivate behavior change. Even when consumers understand nutrition information, competing preferences for tastier, less expensive, or more convenient foods may lead them to make other choices. Findings from psychology, marketing, and behavioral economics research suggest approaches that may enhance the effectiveness of informational approaches and complement informational efforts. More research is needed to further develop these strategies and evaluate their effectiveness.