Joint efforts between four EU nations have demonstrated the potential to nudge consumers towards more sustainable options, such as opting for organic products. A collaboration involving Pro Luomu ry and international partners revealed that organic product sales can be enhanced by strategic positioning within stores. A notable instance in a Finnish hypermarket saw organic carrot sales surge by over 250% during two weeks, achieved by altering the product's placement.
The initiative formed part of an EU-wide promotional campaign, executed across Finland, Sweden, the Netherlands, and Flanders, Belgium. The objective was to manipulate the shopping environment, through product placement or instructional materials, to facilitate the selection of organic items.
In Finland, the carrot promotion was strategically scheduled during the Christmas season of 2023, a period known for heightened carrot sales. Comparisons were made with sales data from the previous year to ensure accuracy. The experiment yielded substantial sales increases, attributed to both the relocation of organic carrots and the amplification of in-store communications. Heidi Haavisto-Meier from Pro Luomu highlighted the importance of these findings for the Finnish organic market and acknowledged the positive reception from both retailers and producers.
Additionally, in autumn 2024, a trial involving organic milk in Finnish hypermarkets showcased a sales increase of over 18% in certain stores, despite a general decline in milk sales, through effective product placement and engaging in-store communications.
Similar positive outcomes were observed in Sweden, the Netherlands, and Flanders, Belgium, indicating that minor adjustments can significantly influence consumer behavior towards more eco-friendly choices, even when price is a crucial factor. For instance, Sweden saw a 65% increase in organic oat product sales through strategic placement, while in the Netherlands, shelf signs and posters boosted organic meat sales by 27%. In Flanders, Belgium, emphasizing the benefits of organic vegetarian products led to a 33% sales increase.
These experiments underscore the efficacy of nudging in promoting sustainable consumer behavior without impinging on freedom of choice, focusing on behavioral change rather than attitude adjustment, and excluding price manipulation as a tactic. The Sustainable Nudging report compiles these findings and offers insights into fostering more sustainable consumption patterns.
Source: Natural Products Online