Food and consumer behavior: why the details matter

A growing body of literature now demonstrates the importance of behavioral factors in individual food consumption. However, whether addressing hunger, nutrition, or obesity, food policies are often created to target changes at the aggregate level. These policies ignore such behavioral tools or effects and their potential heterogeneous effects on consumers. In this article, we review the most important results examining food consumption and behavioral economics and provide a thorough discussion of how such tools are now being added to the lexicon of effective policy tools. In addition, we discuss how traditional policy tools that ignore the individual behavioral effects can miss the mark or even backfire. The implication is clear: a thorough understanding of behavioral economics is necessary to create efficient food policy.