Digital Nudging in Online Food Delivery Systems Using Recommender Systems

Health marketing is directed toward enabling healthier choices for individuals. However, the area of concern is the intricacy surrounding “health decision-making”, as people often decide to choose less-healthy alternatives online, despite the extensive promotion of healthier options. Based on theory adaptation research design, this conceptual perusal addresses the aforementioned problem by adopting two concepts – digital nudging and buyer behavior in online food ordering and delivery platforms. The study also posits a new conceptual model, Nudging in Environment of the Web (NEW) which can be utilized by health food marketers to guide the online food choices of individuals by using recommender systems. Based on this novel conceptual framework, we argue that digital nudging can be impactful in addressing the problems faced by consumers, health ood marketers, and administrators of public policy.