The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks

Daniel John Zizzo; Melanie Parravano; Ryota Nakamura; Suzanna Forwood; Marc Suhrcke

doi:10.1007/s10683-020-09698-0

The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks

Daniel John Zizzo, Melanie Parravano, Ryota Nakamura , Suzanna Forwood, Marc Suhrcke

Health & Health Systems

Résultats de recherche: Contribution à un journal › Article › Revue par des pairs

Résumé

We present a large scale study where a nationally representative sample of 1,000 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.

langue originale	Anglais
Pages (de - à)	1294-1324
Nombre de pages	31
journal	Experimental Economics
Volume	24
Numéro de publication	4
Date de mise en ligne précoce	29 janv. 2021
Les DOIs	https://doi.org/10.1007/s10683-020-09698-0
état	Publié - déc. 2021

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© 2021, Economic Science Association.

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The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks
Zizzo, D., Parravano, M., Nakamura, R., Forwood, S. & Suhrcke, M., juin 2016, York: Centre for Health Economics, University of York, 53 p. (CHE Research Paper; Numéro 131).
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Contient cette citation

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title = "The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks",

abstract = "We present a large scale study where a nationally representative sample of 1,000 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.",

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note = "Funding Information: This report is independent research commissioned and funded by the Department of Health Policy Research Programme (Policy Research Unit in Behaviour and Health (PR-UN-0409-10109)). The views expressed in this publication are those of the authors and not necessarily those of the Department of Health. We also gratefully acknowledge the support of the UKCRC Centre for Diet and Physical Activity Research (CEDAR) and the ESRC (Network for Integrated Behavioural Science, ES/K002201/1). We thank Susan Jebb, Dan Hamermesh, Melanie L?hrmann, Bruce Lyons, Theresa Marteau, Peter Moffatt, Moritz Mosenhauer, Vicki Pyne, Martin Roland, Richard Smith, Robert Sugden, Lise Vesterlund, the Co-Editors handling the manuscript, two anonymous reviewers and participants to presentations at Cambridge, East Anglia, Essen, Glasgow, Malaga, two Newcastle seminars, Nottingham, Reading, Royal Holloway, Toulouse, Queensland, Washington DC (Southern Economic Association), Wageningen (SABE/IAREP) and York for relevant encouragement and advice. We also thank Kajsa Berg and Jia Liu for research assistance. The usual disclaimer applies. Data collection took place while Zizzo and Parravano were based at the University of East Anglia, and the study protocol received approval from the University of East Anglia, School of Economics Ethics Committee (Application No: 0170). Publisher Copyright: {\textcopyright} 2021, Economic Science Association.",

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The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks

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The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks

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