Digital nudging in online grocery stores: A scoping review on current practices and gaps

Abstract

Background: As decision-making shifts more into digital environments, understanding how consumers assess and select foods, particularly healthy foods, in these environments is becoming increasingly important. Online services offer opportunities to improve consumer wellbeing through promoting healthier food choices and positively impacting purchasing behaviours. Scope and approach: This scoping review presents a structured overview of the literature published up to February 2022 regarding the use of nudging strategies in online grocery stores. A systematic search of eight databases resulted in 2312 records for the title and abstract screening, with 138 relevant articles assessed for eligibility through full-text screening. Studies were included if they applied digital nudging strategies in online grocery stores and reported food choices. Key findings and conclusions: Fifteen records met the inclusion criteria and four common nudging strategies were identified in these studies: i) applying different (already established) label(s) (n = 6), ii) healthier swap suggestions (n = 3), iii) default options (n = 2), iv) increasing the salience (n = 1) or a combination of strategies (n = 3). While multiple studies identified improved nutritional contents outcomes due to nudging, overall, studies frequently lack of a clear explanation and description of the implemented visual UI features, limiting insights into which factors attracts consumer's attention, and therefore further predicts consumer behaviours and decision making. Furthermore, gaining insights into which nudging strategies are ineffective could inform the design of online food choice environments. Lastly, theoretical frameworks that structure nudging interventions should also consider the digital environments.