TY - JOUR
T1 - The impact of taxation and signposting on diet
T2 - an online field study with breakfast cereals and soft drinks
AU - Zizzo, Daniel
AU - Parravano, Melanie
AU - Nakamura, Ryota
AU - Forwood, Suzanna
AU - Suhrcke, Marc
N1 - © Economic Science Association 2021. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.
PY - 2021/1/29
Y1 - 2021/1/29
N2 - 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 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.
AB - 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 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.
U2 - 10.1007/s10683-020-09698-0
DO - 10.1007/s10683-020-09698-0
M3 - Article
SN - 1386-4157
JO - Experimental Economics
JF - Experimental Economics
ER -