Case studies: Retailers

Can we promote the sales of sustainable food by nudging the consumer in the right direction? Conducting field experiments in retail stores (e.g. supermarkets, farm shops), this cluster generates unique new insights into nudging interventions for sustainable food in the context of consumers’ real purchase behaviour and tests the effectiveness of different nudges and promotion measures for increasing the sales of sustainable food. The insights from the retail store experiments complement the consumer insights from survey research (see ‘consumer insights’).