The effects of a 25% discount on fruits and vegetables: results of a randomized trial in a three-dimensional web-based supermarket.

The research paper aims to examine effects of a 25% discount on fruits and vegetables on food purchases in a supermarket environment. For the study, a randomized controlled trial with two research conditions was conducted. Results reveal that 25% discount on fruits and vegetables was effective in stimulating purchases of those products and did neither lead to higher expenditures in unhealthier food categories nor to higher total calories purchased.