Less Sugar by Default: A Nudge Methodology to Reduce Sugar Consumption in a Coffee Bar

Authors: Massimo Cesareo*, Magdalena Edyta Lopes, Annalisa Oppo, Paolina Stoyanova, Marianna Vaccaro, Mariateresa Volpe, Francesco Pozzi and Paolo Moderato

DOI: 10.23880/eoij-16000203

Volume 3, Issue 2

Abstract

The present study aimed to reduce the sugar intake among the customers who purchased coffee in a coffee shop inside a gym in Catania, Italy. We hypothesised that people would frame their choice about the amount of sugar to put in their coffee in units (number of packets) and not in amount (grams). Thus, we expected a significant decrease in sugar intake among the customers in the experimental phase. The customers of the coffee shop were observed for two weeks (N=213) and just the data about those who put sugar in their coffee were analysed (N=96). During both the first (control phase) and the second week (experimental phase), sugar consumption was measured. During the experimental phase, however, the packets originally used in the coffee shop (7.5g) were replaced with packets that contain less sugar (4g). Results supported the hypothesis, showing a significant reduction in the sugar consumption during the second week.

Keywords: Sugar; Nudge; Default Rule; Coffee

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