Animal welfare (AW) is a growing concern for consumers in Germany; however, not all consumers regularly purchase products that have been produced according to high AW standards. The goal of the present study is to test the effect of a multilayered nudge to increase the availability and improve the visibility of AW products in a 3D online virtual supermarket (VS). The nudge included a shelf with AW products (referred to as AW shelf) which was made visible through banners and footsteps on the floor of the VS. The sample of this pre-registered experiment consisted of n = 374 German consumers who regularly purchase meat, milk, and eggs. The results demonstrated that the multilayered nudge was highly effective: the percentage of AW products purchased in the nudging condition was almost twice as high as in the control group. Furthermore, we investigated variables that mediate (ease of finding AW products in the VS) and moderate (price sensitivity) the effectiveness of the multilayered nudge, but no evidence for an effect was obtained. We conclude that multilayered nudges may be a promising tool to increase consumers’ AW product purchases. More research is needed to replicate this finding with a field study in a real supermarket.

中文翻译：

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您采取的每一步：推动在虚拟超市购买动物福利产品

动物福利 (AW) 越来越受到德国消费者的关注；然而，并非所有消费者都会定期购买按照 AW 高标准生产的产品。本研究的目标是测试多层推动的效果，以提高 3D 在线虚拟超市 (VS) 中 AW 产品的可用性和可见性。推动措施包括一个装有 AW 产品的货架（简称 AW 货架），通过 VS 地板上的横幅和脚步声可以看到该货架。这项预先注册实验的样本由 374 名经常购买肉类、牛奶和鸡蛋的德国消费者组成。结果表明，多层助推非常有效：在助推条件下购买 AW 产品的百分比几乎是对照组的两倍。此外，我们还研究了调节（在 VS 中找到 AW 产品的容易程度）和调节（价格敏感性）多层助推有效性的变量，但没有获得任何效果的证据。我们的结论是，多层推动可能是增加消费者对水产品购买的有前途的工具。需要更多的研究来通过在真实超市的实地研究来复制这一发现。