#26 [EN] Helping consumers make informed healthy eating decisions, Nico HEUVINCK, IÉSEG, Professor

Changemaker Stories

Nico is an expert in consumer behavior and investigates at IÉSEG various consumer psychology related phenomena such as consumer lay beliefs in healthy food decision-making.

It is the topic of today’s episode!

After having spent a few years on the business side – understanding “how to trick the consumer” – he decided to help consumers realize how they are influenced and therefore make better decisions when buying a product.

Only 15% of our food choices are conscious: this gives a pretty good measure of the importance of getting to know what influences us.

Most of this marketing is done in order to increase profit: packaging colors, textures, recycled or virgin, and more. For example, we are more inclined to perceive a product in a recycled packaging as healthier. Which makes no sense.

So how do we rely on much more factual information?

Have a listen to become more conscious!

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