Use of behavioural insights to increase retail sales of organic fruit and vegetables

This report investigates how behavioural insights can be used to sell more organic fruit and vegetables in Danish stores and how to develop and test behavioural solutions in stores that can lead to more people choosing to buy organic produce. We have identified six key behavioural barriers that prevent more consumers from buying organic fruit and vegetables in stores. A total of seven behavioural solution concepts or ‘nudges’ have been developed with the aim of helping to remove these behavioural barriers.