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The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks
journal contribution
posted on 2023-08-30, 18:08 authored by Daniel J. Zizzo, Melanie Parravano, Ryota Nakamura, Suzanna Forwood, Marc SuhrckeWe 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.
History
Refereed
- Yes
Volume
24Page range
1294-1324Publication title
Experimental EconomicsISSN
1573-6938External DOI
Publisher
SpringerFile version
- Accepted version
Language
- eng