The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks

Zizzo, Daniel J. and Parravano, Melanie and Nakamura, Ryota and Forwood, Suzanna and Suhrcke, Marc (2021) The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks. Experimental Economics. ISSN 1573-6938

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Official URL: http://dx.doi.org/10.1007/s10683-020-09698-0

Abstract

We present a large scale study where a nationally representative sample of 1000 participants were asked to make real purchases within an online supermarket platform. The study captured the effect of price changes, and of the signposting of such changes, for breakfast cereals and soft drinks. We find that such taxes are an effective means of altering food purchasing, with a 20% rate being sufficient to make a significant impact if (and only if) the tax is signposted. Signposting represents a complementary “nudge” policy that could enhance the impact of the tax, though its effectiveness depends on the product category.

Item Type: Journal Article
Keywords: Taxes, Signposting, Healthy diet, Nudges, Public health
Faculty: Faculty of Science & Engineering
SWORD Depositor: Symplectic User
Depositing User: Symplectic User
Date Deposited: 01 Feb 2021 12:09
Last Modified: 01 Feb 2021 12:09
URI: https://arro.anglia.ac.uk/id/eprint/706236

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