O25 The Impact of Nudges and Healthy Eating Information on Consumer Vegetable Consumption and Food Waste

Abstract

Background Improving Americans’ selection and consumption of vegetables without increasing food waste is 1 approach to help meet global health and environmental targets outlined in the 2030 Agenda for Sustainable Development. Objective To test nudges and educational messaging on consumer vegetable consumption and food waste. Study Design, Setting, and Participants A randomized experiment was conducted among Louisiana State University students, faculty, and staff (N = 485). Participants were provided an initial monetary balance and offered a lunch with main course variations at different prices (12 sets of 3 options) including beef meat balls, rice, and broccoli. Meal choices varied by proportion of meat and vegetables (broccoli randomly 25%, 50%, or 62.5% of plate), plate size/type (results not shown), and prominence of vegetable offerings on the menu. Each participant was served a preferred lunch option and kept any remaining balance. One of 2 × 2 information treatments was randomly assigned, including information about food waste versus screen time and information about healthy eating versus financial literacy. Measurable Outcome/Analysis Food consumption was calculated as the difference between the weighted amount of served and discarded food. Participants willingness to pay (WTP) was estimated using a mixed logit model based on discrete meal choices among the 12 choice sets. Results WTP for a meal decreased as the proportion of broccoli increased. Preference for plates with 50% broccoli increased with random assignment of information about vegetable consumption and improved health; no similar impact occurred for meals with 62.5% broccoli. WTP did not translate to higher broccoli consumption. Only those expressing a higher WTP for a plate with 62.5% broccoli consumed more broccoli. Information about food waste significantly increased broccoli consumption, likely due to plate cleaning tendencies. Conclusion Findings indicate food waste information may be more impactful than healthy eating messages to improve consumer vegetable consumption after menu selection. Funding 2020-2021 Louisiana Board of Regents Support Fund, Louisiana State University Agricultural Center; USDA National Institute of Food and Agriculture, Hatch project 1024670. Houghtaling B and Qi D share first authorship equally.