ESTIMATION OF DRIVERS ROUTE CHOICE USING MULTI-PERIOD MULTINOMIAL CHOICE MODELS
Drivers of Consumer Choice
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Transcript of Drivers of Consumer Choice
Drivers of Consumer Choice
Scientific evidence & policy implications
Eva Woelbert Joint Research Centre
Institute for Health and Consumer Protection
Public Health Policy Support
DG SANTE Conference
on Food Safety and Nutrition in 2050
EXPO Milano, 17th July 2015
2 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
The citizen as the driver of a healthy food chain
3 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Consumer information
Notice
and Read Understand
Change Behaviour
?
5 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
What determines food choice?
DE 2014 N=1851
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Predispositions
• basic flavors: eat sweet and avoid bitter
• be careful with unknown food
• learn about food by experience
-> Food preferences are shaped by environment & experience
What determines food preferences?
7 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Advertising contains elements important in learning
Exposure to food advertising causes children to prefer the advertised foods
and request them from their parents
Food preferences: Advertising
8 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Create a healthy preference learning environment
• Ensure healthy infant & school food
• Encourage & model healthy eating
• Reduce food advertising, especially to children
Food preferences: Implications
9 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Price as a barrier to healthy choice
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"Price is more important to me than anything else"
2013, N=8076
11 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
The effect of subsidies for fruit and vegetables
Thow, Downs, Jan, 2014
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Decisions are not always in our best long-term interest
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Present bias
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People make healthier decisions when they choose in advance
Timing matters
Time 1:
Eat apple at time 2
Time 2:
Eat chocolate
now
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Placement matters
© Joe McKendry
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• Consumers care about food information
• Food preferences are shaped by experience
• Consumers respond to price changes
• Choice environments can be changed to make it easier to choose healthy
The best effects can be achieved in combination!
Conclusion
© European Union, 2015 Disclaimer: The contents of this presentation are the views of the author and do not necessarily represent an official position of the European Commission.
Thank you for your attention ec.europa.eu/jrc/
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