People tend to forgo high-calorie food if they have to pay extra tax for it. This is apparent from a study by Janneke Giesen of Maastricht University.
178 American students were subjected to a computer experiment that involved choosing from different virtual lunches † It was striking that the respondents opted for a less calorie-rich lunch when the price of products with a lot of sugar and fat is increased by at least 25 percent became.
The exception to this were people who have always considered calories † Regardless of the price, they opted for a lower-calorie lunch. The calorie content of the chosen lunches decreased by 100 to 300 calories due to the price increase, depending on the level of the tax (25 – 50 percent).
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According to Janneke Giesen, these results show that a fat tax may be a better method of encouraging healthier eating than providing calorie information † Follow-up research will have to show whether it also works with a lower load of, for example, 10 percent.
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