Health issues such as infertility, cancer, and obesity have been linked to chemicals that disrupt the endocrine system's function. Since these chemicals (EDCs) are found in food, packaging, toys, and personal care products, there is a need to change individuals' risk-related behavior to avoid exposure to these harmful substances and preserve long-term health. This study integrates insights from behavioral economics to examine which nudges are most effective in increasing consumer preference and willingness to pay for healthier toothpaste. By incorporating elements of awareness, personal norms, and pledges, we aim to assess whether encouraging consumers to reflect on their healthy choices and make a personal commitment leads to more persistent and meaningful changes in purchasing behavior. We implemented a total of six treatment conditions, providing young people with a social proof nudge, a social proof nudge with a personal norm, a social proof nudge with a personal norm and pledge, an information nudge, an information nudge with awareness, and an information nudge with awareness and pledge.
Using a sample of 1,600 Economics students, our results show that all nudges effectively increase preference and willingness to pay for EDC-free toothpaste, with the information nudge combined with awareness and a pledge having the strongest effect. On the other hand, participants exposed to any social proof nudge and who are more familiar with or have greater knowledge of EDCs also exhibit a stronger preference for EDC-free toothpaste.