New research from Purdue University and the University of Kentucky suggests that online grocery shopping platforms could effectively encourage consumers to choose plant-based foods by implementing strategies such as carbon footprint labeling and product categorization.

The study, led by Bhagyashree Katare, an associate professor of agricultural economics at Purdue, and co-author Shuoli Zhao, assistant professor of agricultural economics at the University of Kentucky, was published in the Proceedings of the National Academy of Sciences (PNAS).

It explores the effectiveness of digital “nudges” in promoting sustainable food choices, particularly in the growing sector of online grocery shopping, which accounts for more than 45% of US grocery purchases, according to 2021 data.

Online grocery simulation

The researchers utilized the Open Science Online Grocery platform, which simulates a typical online shopping experience with over 11,000 food products. The study included 2,350 US residents, who selected items from categories such as meat, milk, yogurt, and cheese. Of the 8,320 products ultimately added to participants’ carts, 5,200 were plant-based options.

The findings revealed that labeling products with carbon footprint information was particularly effective at influencing consumer behavior. Participants were more likely to choose plant-based alternatives when environmental impact data was clearly displayed. However, the study found that combining carbon footprint labeling with product categorization (e.g., grouping plant-based products together) had an even stronger effect.

Key insights and pricing data

The researchers noted that the average price of plant-based products was slightly higher, at $3.65, compared to $3.13 for animal-based counterparts. Interestingly, nearly 16% of participants chose no plant-based products at all, underscoring the need for targeted interventions.

“Labeling probably is the more effective strategy when it comes to choices for food consumption. Information plus categorization, which was our other nudge, had a higher effect than just categorization,” Katare stated.

These results add to previous findings that suggest providing environmental information alone is less effective than pairing it with behavioral nudges.

Implications for rural food access

Katare and her collaborators aim to expand the study’s scope, focusing on whether similar methods could address food access issues in rural areas. They plan to explore the integration of online shopping tools and programs like Supplemental Nutrition Assistance Program – Education (SNAP-Ed) to help residents in underserved areas access nutritious diets.

“Rural areas have food access issues, and online shopping is one way that we can reduce the food access issues that we have,” Katare explained.

The research was partially funded by the US Department of Agriculture’s Agriculture and Food Research Initiative and contributes to the broader PNAS special collection on the sustainability of animal-sourced foods and plant-based alternatives.

Broader context

The study builds on Katare’s earlier research into behavioral nudges, including a 2018 study that examined low-cost strategies to increase gym attendance. In that study, financial incentives outperformed peer-comparison nudges. Similarly, the findings from this latest study indicate that small, targeted interventions can have measurable impacts on consumer behavior, particularly in the digital marketplace.

Reflecting on the broader implications of the research, Katare concluded, “Small changes in how information is presented can lead to meaningful shifts in behavior. If we want to promote sustainability, these kinds of strategies are a step in the right direction.”