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

Daniel Zizzo, Melanie Parravano, Ryota Nakamura, Suzanna Forwood and Marc Suhrcke
Additional contact information
Melanie Parravano: BHRU and Newcastle University, UK
Ryota Nakamura: Centre for Health Economics, University of York, UK
Suzanna Forwood: Anglia Ruskin University, UK

No 131cherp, Working Papers from Centre for Health Economics, University of York

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. Signposting represents a complementary nudge policy that could enhance the impact of the tax without imposing severe welfare loss, though the effectiveness may depend on the product category.

Keywords: taxes; signposting; healthy diet; nudges; public health (search for similar items in EconPapers)
JEL-codes: C93 D12 H31 I1 (search for similar items in EconPapers)
Pages: 53 pages
Date: 2016-06
New Economics Papers: this item is included in nep-exp, nep-hea and nep-pub
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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http://www.york.ac.uk/media/che/documents/papers/r ... eals_soft_drinks.pdf First version, 2016 (application/pdf)

Related works:
Journal Article: The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks (2021)
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Persistent link: https://EconPapers.repec.org/RePEc:chy:respap:131cherp

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