BİLİŞSEL-YÖNLÜ DÜRTME İLE ÜNİVERSİTE ÖĞRENCİLERİNİ SAĞLIKLI İÇECEK TERCİH ETMEYE YÖNELTME

Yıl 2020, Cilt: 13 Sayı: 2, 359 - 378, 01.12.2020

İlayda İpek Sumeyra Duman Gözde Akdeniz Mehmet Göklen

Öz

Tüm dünyada olduğu gibi Türkiye’nin de en önemli kamu sağlık sorunlarından biri olarak gösterilen fazla kilo ve obezite, önlenebilmesi için sağlıklı beslenme davranışlarının zaman içerisinde sürdürülebilir olmasını gerektirmektedir. Buradan yola çıkarak, bu çalışmanın temel amacı bilişsel yönlü dürtmeler açıklayıcı besin etiketlemesi, değerlendirmeli besin etiketlemesi ve görünürlük iyileştirmesi yoluyla tüketicilerin sağlıklı ürün tüketimine yöneltilip yöneltilemeyeceğini araştırmaktır. Bu doğrultuda, çalışmada tek gruplu test öncesi ve test sonrası ölçüme dayalı, 5 farklı aşamadan oluşan ve yaklaşık 2 ay süren bir deneysel tasarım kullanılmıştır. Deney sahası olarak üniversite kantini belirlenmiş ve kantinden alışveriş yapan tüketicilerin soğuk içecek alım tercihlerinde bilişsel-yönlü dürtme müdahalelerinin etkisi olup olmadığı incelenmiştir. Çalışmanın bulguları görünürlük iyileştirmesi dürtme tipinin sağlıklı beslenme davranışı üzerindeki en etkili bilişsel-yönlü dürtme müdahalesi olduğunu ortaya koymaktadır. Bu çalışmanın bilindiği kadarı ile Türkiye Pazarlama literatüründeki ilk uygulamalı araştırma olması sebebiyle beslenme davranış değişikliği yaratma çabalarına önemli bir katkı sağlaması beklenmektedir

Anahtar Kelimeler

Dürtme, bilişsel yönlü dürtme, seçme mimarisi, sağlıklı beslenme, davranış değişimi

NUDGING UNIVERSITY STUDENTS TOWARDS HEALTHY DRINK CHOICES THROUGH COGNITIVELY-ORIENTED NUDGES

Öz

To prevent overweight and obesity, recognized as one of the most important public health problems in Turkey as all over the world, healthy eating behaviors need to be sustained over time. Starting from this, the main purpose of this study is to investigate whether consumers can be directed towards consuming healthy products by means of cognitivelyoriented nudges i.e., descriptive nutrition labeling, evaluative nutrition labeling, and visibility enhancements . Accordingly, an experimental design, depending upon a pretestposttest with one group, consisting of 5 different phases, and lasting approximately 2 months, was used in the study. University canteen was determined as the experiment field and whether cognitively-oriented nudge interventions exert an impact on consumers’ cold drink purchase preferences was examined. The findings of the study indicate that visibility enhancement nudge type represents the most effective cognitively-oriented nudge intervention on healthy eating behavior. Since, to the best of knowledge, this study is the first empirical research in the Turkish marketing literature, it is expected to contribute to the efforts to create eating behavior change considerably

Anahtar Kelimeler

Nudging, cognitively-oriented nudge, choice architecture, healthy nutrition, behavior change

Kaynakça

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