Analýza vlivu behaviorálních intervencí na preferenci vody před slazenými nápoji

Abstract

This master’s thesis examines consumer decision-making in the context of sugar-sweetened beverages and plain water, drawing on insights from behavioral economics. The main objective is to determine whether a behavioral intervention (nudging) can positively influence the preference for plain water over sugar-sweetened beverages. The theoretical part introduces key concepts of behavioral economics, including heuristics, cognitive biases, and choice architecture. The empirical part is based on a quantitative questionnaire survey conducted among 301 respondents, who were randomly assigned to a control group without intervention and an intervention group exposed to text-based and visual warnings. The results of the statistical analysis, specifically binary logistic regression, confirm that the behavioral intervention significantly increases the probability of choosing plain water. Furthermore, the findings indicate that the likelihood of choosing water rises with income, women tend to prefer water more frequently than men, and the free availability of water also contributes significantly to its higher consumption. On the other hand, the main barrier to reducing the consumption of sugar-sweetened beverages is consumers’ emotional and taste attachment to them. The thesis concludes with recommendations for institutions and public policy, primarily focusing on adjustments to choice architecture and the implementation of clear visual framing of information.