Professor of Behavioural Science Ivo Vlaev, Warwick Business School, University of Warwick, said: “From a behavioural science perspective, this study underscores the power of "nudges" in shaping healthier societal choices. By simply making alcohol-free beer more visible and accessible—essentially altering the choice architecture in bars and pubs—the research leverages basic human biases towards easier, more prominent options. This aligns with the concept of 'choice architecture,' where small changes in how choices are presented can significantly impact decision-making. The fact that this intervention led to a measurable shift in consumer behaviour without diminishing the establishments' revenue is particularly noteworthy. It suggests that public health initiatives can be economically neutral or even positive for businesses, challenging the notion that health-conscious changes are commercially detrimental.

“Moreover, the study illustrates the principle of "availability heuristics," where people tend to overestimate the importance of information that is readily available to them. By increasing the availability and visibility of alcohol-free options, consumers may perceive these choices as more commonplace and acceptable, further encouraging their selection. This intervention also taps into social proof and normalisation of healthier behaviours, as seeing others opt for alcohol-free options can influence individual choices.

“In summary, the research provides a compelling case for the effectiveness of nudges in promoting healthier behaviours. It highlights the importance of environmental and contextual factors in influencing choices and demonstrates that interventions can be designed in a way that benefits public health while maintaining economic viability for businesses.”