Healthy Nutrition and Behavioral Economics: From Principle to Practice

Abstract

Aim: To highlight the effect of using behavioral economics` methods, in particular, context and presentation of information that can influence behavior and choice of people in matters of healthy nutrition and disease prevention. Matherials and Methods: The structure of the study included: coverage of the main issues of healthy nutrition in population of Ukraine and application of behavioral economics` methods, which were developed on the basis of our research (method of social experiment) with subsequent statistical processing of data. Results: The absolute percentage of sales of dishes and drinks with green, yellow and red marking in cafeterias and canteens of Sumy State University at the initial stage, and after implementing of behavioral methods. The most significant changes occurred in sales of dishes with red labeling: it decreased by 20%; parallelly sales of green-labeled dishes increased significantly from 28% (before the experiment) up to 38% (after changing location compared to other dishes and using visual tips) and yellow-labeled dishes: the sales` index increased by 10%. Using of behavioral methods has also influenced the choice of drinks, but not significantly. Sales` index of “green” drinks during the experiment had increased by 4%, “yellow” – by 3%. Conclusions: Simple behavioral methods as changing the default options (change of location/layout) distribution of simple and meaningful information about nutrition, labeling can improve the diet choice of people by shifting it towards the healthier one, which, in turn, will lead to a significant reduction in prevalence of cardiovascular diseases, obesity and related diseases. Cooperation with health officials and politicians in further can lead to the spreading of healthier eating behavior in population without limiting individual choice of people.