Environmental Messages Promote Plant-Based Food Choices: An Online Restaurant Menu Study

Food production accounts for a quarter of all greenhouse gases, making shifting people’s diets toward lower carbon foods a critical strategy for reducing emissions.This study finds that displaying thoughtfully framed environmental messages on restaurant menus can significantly increase customers’ uptake of lower carbon, plant-rich dishes. WRI finds that the two most effective descriptive messages doubled the chance that a consumer would order a vegetarian menu item. These themes are “small changes can make a big difference” and “join a movement of people choosing foods with less impact on the climate.”Restaurants and food businesses should use these findings to increase sales of lower carbon menu items while helping consumers choose foods that fit a climate-friendly lifestyle. While the WRI study was done online with more than 6,000 participants, the findings can be adapted and tailored to a wide …

J Holzer, S Blondin, S Attwood, D Vennard, V Mayneris – 2022
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WRI: World Resources Institute
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