Abstract:
This research examines the application of a traffic light labeling system on the purchase behavior of consumers at vending machines. Literature has shown that a traffic light system is an effective way to inform people about the healthiness of specific products. By exploring the potential of this behavioral intervention and nudging in dealing with the food choice problem, behavior of consumers in a real-life context is observed creating an original database. Additionally, this study looks into the mental process of food decisions by conducting a survey and inquiring about the motivations of purchases of consumers.
