Will Anyone Eat a Plant-based Big Mac? Behavioral Science Says Yes

The findings from a groundbreaking report released earlier this month are clear: Curbing climate change will require revolutionizing the way the world produces food. WRI’s own research shows that a widespread reduction in beef consumption is essential for keeping global temperature rise to 1.5 degrees C (2.7 degrees F) and preventing the most dangerous climate impacts.Fortunately, a lot is happening on this front, including Burger King’s recent announcement that it will offer the plant-based “Impossible Whopper” at all of its US locations. The restaurant and hospitality industry play a key role in shaping consumer demand for different foods, with fast food restaurants like Burger King, McDonald’s, KFC, Pizza Hut and Taco Bell some of the most powerful players in this space. Consumer spending in US fast food restaurants alone was estimated at around $300 billion in 2018; about 1 in 3 Americans eats at a fast food restaurants daily.

S Attwood, J Holzer, D Vennard – 2019
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