Digital Nudging for Healthy Food Choice in Online Grocery Shopping: Insights from an Interview Study

With the increasing use of online grocery shopping, the design of online supermarkets plays an important role in how consumers make everyday decisions about food choice. In this study, we explore how system designers can leverage the concept of digital nudging to drive healthy food choice in online grocery stores. Building on a contextualisation of Stimulus-Organism-Response (S-O-R) framework, we conducted 30 interviews with three key stakeholder groups: online grocery store users, healthy eating experts, and user experience design experts. Based on thematic analysis of the interviews, we formulate six recommendations with the aim to support system designers of online grocery stores to adopt digital nudging to promote healthier food choice. We discuss the theoretical and practical implications of our findings.