Nudging and choice architecture in health - A way to improve nutrition?

AbstractBackground: A large proportion of the global burden of non-communicable diseases are caused by unhealthy food choices of individuals which are shaped by unconscious factors. Nudging and choice architecture can be a tool for policymakers in order to steer people towards choices that will help them to live healthier, longer and better lives. This is an emerging strategy gaining attention within Austria, but about which many uncertainties remain.Objective: The purpose of this study was to explore the current state of ‘nudging’ in Austria, taking the specific example of its application for healthier nutrition. First and foremost, this study provides insights of the attitudes, perceptions and knowledge of decision-makers and advisors regarding the theoretical concepts of ‘nudging’ and ‘choice architecture’ in the Austrian health setting.Methods: With a grounded theory approach ten semi-structures interviews were conducted with decision-makers and advisors in the Austrian healthcare system. Purposive sampling was used to identify these participants.Results: The most important finding was that there seems to be a lack of knowledge and discussion about the topic of nudging and choice architecture in Austria. Five different themes were identified after the analysis: Ignorance, fuzzy definition, ethical aspects, evidence of nudging and political influences. Conclusion: There is the need of an objective and fact-based political and societal discussion about nudging, the opportunities and benefits as well as the risks and the limits to it.