Embedding healthy eating: nudging or toolbox?

Abstract

PurposeThe purpose of this paper is to examine the rationale and limitations of public nudging approaches currently to be found in the UK food choice environment.Design/methodology/approachThe paper uses a critical review of the literature with case studies.FindingsNudging has potential value to assist healthier food choices, although the current focus of proponents tends to be the individual micro‐environment for selection rather than the wider food choice context. Ethical questions are raised by nudging as a policy and limited evidence of success to date would suggest that a combination of personalised tools and public nudges – individual empowerment and attention to the choice environment – might be more effective for embedded healthier eating.Originality/valueThis paper contrasts the underlying assumptions of the nudge approach by reference to the behavioural toolbox.