Work

Co-creating nudging ideas to promote fruit and vegetable purchases in supermarkets in Uruguay

Year: 2026

Type: article

Abstract: Interventions based on nudging within food retail settings have gained attention as a way to support fruit and vegetable consumption by steering choices in subtle ways while preserving consumer autonomy. Nevertheless, the existing literature is largely dominated by studies from high-income settings, and there is limited understanding of how such strategies should be conceived and adapted in emerging economies. The present study sought to collaboratively develop nudging interventions to encourage fruit and vegetable purchases in supermarkets in Uruguay, a Latin American country. Two co-creation workshops were carried out with a total of 31 participants following a structured co-design methodology. More than 200 proposals emerged and were analysed using qualitative thematic analysis. The proposals included elements within the following categories: visual communication, product placement, experiential activities, sensory cues, loyalty incentives and interactive devices. Many proposals drew on behavioural heuristics, including salience, emotional resonance and environmental cues, while also emphasizing convenience, playfulness and local identity. Overall, the study illustrates the value of participatory approaches to the design of healthier food environments, offering a repertoire of concrete ideas for future refinement, testing and real-world application.

Source: International Journal of Food Design

DOI: 10.1386/ijfd_00086_1

Authors: Agustina Vitola, Leticia Varela, Daniel Bergara, Lucía Antúnez, Ana Giménez, Gastón Ares

Institution: Universidad de la República de Uruguay

Language: English

Topic: Decision-Making and Behavioral Economics

Subfield: General Decision Sciences

Field: Decision Sciences

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

Funder: Instituto Nacional de Investigación Agropecuaria