Nudge to budge - social marketing in restaurants : A pilot study in Sweden

Abstract: The aim of this research was to conduct a pilot study to identify if increased written communication at restaurants would affect customer and staff awareness of the restaurant’s sustainability efforts. By using before-after questionnaires among employees and customers possible changes among the two stakeholder groups be recorded. As the restaurants had recently joined the new network Sustainable Restaurants in Sweden, the effect of this collaboration on their CSR efforts and communication was evaluated through semi-structured interviews with the restaurant representatives. Social marketing was the underlying theory for this study, with focus on opportunity and ability. The restaurants communication efforts were identified as nudges. The study showed that collaborating in order to start communicating can prove to be an effective support mechanism. Increased communication proved to have somewhat an effect on customer awareness and staff awareness. Increased awareness amongst all actors of the food chain is a necessary step for a sustainable future.