Coffee Tabled : Nudging Consumers Towards Choosing Tea Over Coffee

Jahaan Sadarangani, Khushi Almoula, Fernanda Lyrio De Melo Moura P, Shadib Hossain
The question we wanted to address is what kind of label is most effective in changing people's decision-making when choosing between tea and coffee? This would provide us with useful insight into what specific elements on environmentally-friendly labels ignited consumers to choose tea over coffee. Our study featured a survey, where it first asks whether the respondent is a coffee or tea drinker. In order to obtain participants, we utilized a snowball-sampling method, where we reached out and
more » ... red the survey with our peers through online chat groups and requested them to share our survey with their peers. We ended up having 153 participants. They were randomly placed in conditions consisting of labels that evoke personal feelings regarding climate change, a sense of belonging to the college community, and a checklist of the environmental benefits of drinking tea. We hypothesized that the checklist condition would be the most successful in convincing participants to select tea. In the end, our hypothesis was supported by the findings from the survey. Disclaimer: "UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report."
doi:10.14288/1.0421599 fatcat:zgee2fhuond67a3itabsbn2hpi