The objective of this research was to test if shopper purchasing behaviour can be modified to purchase more F&Vs using social norm nudge messages (prompts) placed in shopping trolleys. Implementing effective strategies to increase F&V intake is crucial. Supermarkets are a key setting influencing food purchases, and as such, they can shape consumption patterns of F&Vs. What and how much people eat is influenced by their social and physical environments. Fruit and vegetable (F&V) consumption is associated with a reduced risk of developing obesity and chronic diseases: however, only one in twenty Australian adults consume F&Vs at the recommended two servings of fruit and five servings of vegetables per day.
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