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

Daniel Zizzo; Melanie  Parravano; Ryota Nakamura; Suzanna Forwood; Marc Eckart Suhrcke

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

Daniel Zizzo, Melanie Parravano, Ryota Nakamura, Suzanna Forwood, Marc Eckart Suhrcke

Centre for Health Economics

Research output: Book/Report › Other report

Abstract

We present a large scale study where a nationally representative sample of 1,000 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. Signposting represents a complementary nudge policy that could enhance the impact of the tax without imposing severe welfare loss, though the effectiveness may depend on the product category.

Original language	English
Place of Publication	York, UK
Publisher	Centre for Health Economics, University of York
Number of pages	53
Publication status	Published - Jun 2016

Publication series

Name	CHE Research Paper
Publisher	Centre for Health Economics, University of York
No.	131

Keywords

Taxes
Signposting
Healthy diet
nudges
public health

Access to Document

CHERP131_taxation_signposting_diet_breakfast_cereals_soft_drinksFinal published version, 2.2 MB

http://www.york.ac.uk/media/che/documents/papers/researchpapers/CHERP131_taxation_signposting_diet_breakfast_cereals_soft_drinks.pdfLicence: Other

Cite this

Zizzo, D., Parravano, M., Nakamura, R., Forwood, S., & Suhrcke, M. E. (2016). The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks. (CHE Research Paper; No. 131). Centre for Health Economics, University of York. http://www.york.ac.uk/media/che/documents/papers/researchpapers/CHERP131_taxation_signposting_diet_breakfast_cereals_soft_drinks.pdf

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Zizzo, D, Parravano, M, Nakamura, R, Forwood, S & Suhrcke, ME 2016, The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks. CHE Research Paper, no. 131, Centre for Health Economics, University of York, York, UK. <http://www.york.ac.uk/media/che/documents/papers/researchpapers/CHERP131_taxation_signposting_diet_breakfast_cereals_soft_drinks.pdf>

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AU - Suhrcke, Marc Eckart

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