Marketing Papers
Document Type
Journal Article
Date of this Version
2012
Publication Source
Journal of Food Studies
Volume
1
Issue
1
Start Page
1
Last Page
13
DOI
10.5296/jfs.v1i1.2014
Abstract
Behavioral economics is an emerging paradigm that challenges the assumptions and predictions of classical economics. This new paradigm emphasizes that consumers do not always make optimal use of available information nor do they always make choices and tradeoffs in a manner that optimizes their well-being. After describing some basic concepts in behavioral economics, this paper reviews the growing literature that applies these concepts to the consumption of fruits and vegetables. A toolkit to increase consumption of fruits and vegetables is developed based on an analysis of previous research. Three general kinds of tools are described: tools for 1) displays and settings, 2) incentives and prices, and 3) planning and habits.
Copyright/Permission Statement
Originally published in the Journal of Food Studies © 2012 Macrothink Institute.
Keywords
Fruits and vegetables, behavioral economics, marketing
Recommended Citation
Price, J., & Riis, J. (2012). Behavioral Economics and the Psychology of Fruit and Vegetable Consumption. Journal of Food Studies, 1 (1), 1-13. http://dx.doi.org/10.5296/jfs.v1i1.2014
Included in
Applied Behavior Analysis Commons, Behavioral Economics Commons, Cognitive Psychology Commons, Food Studies Commons, Marketing Commons
Date Posted: 15 June 2018