Participants who viewed a same menu with a message were more successful than those who did not see a message. … [+]A new study has found that people who were conscious of sustainability were more likely than others to choose lower-carbon vegetarian dishes.
The menu is the first thing you see when you sit down in a restaurant. Perhaps the daily specials are displayed nearby. Mmm. Youre hungry. You went out to eat.
But which will you choose, and why? According to the World Resources Institute, carefully crafted environmental messaging can increase the likelihood that people will order low carbon, plant-based foods.
Does this description inspire you? People will be tempted to choose climate-friendly food.
Edwina Hughes from World Resources Institute, who heads the Cool Food initiative, said that this is not necessarily the case. The institute is a global research organisation with offices in Washington, D.C.
Hughes says that restaurants are often urging customers to select certain items. Hughes cites two examples: the special of today and a customer’s favourite. This is behavioral science used to encourage people to make more environmentally-friendly choices.
The institute, or WRI as it is commonly known, Ten different sustainability messages were testedMore than 6,000 participants have participated in the study in the United States.
Two messages, small changes, big impact, and joining a group, roughly doubled the number of vegetarian dishes participants ordered (in a simulated online ordering scenario).
Highlights from a slide presentation on the WRI Study
Hughes explains that Hughes asked consumers to compare menus with six different meat dishes and two vegetarian options.
A message about the environment was placed at the top of each menu. People then could choose the meal they wanted from the list. The demand for plant-based dishes doubled when these messages were placed at the top of a menu.
Messages work better than labels.
Hughes says that labeling is crucial because it allows consumers to quickly spot which menu items contain lower carbon.
WRIs own Cool Food Meals badgeIt does exactly that. Not every restaurant or food company is able to add a label to their menu. It is possible to add environmental messages to your menu now, which can be simple, cost-effective, and straightforward.
WRI believes These are the resultsRestaurants and food businesses can use this to increase sales for lower-carbon items. It’s a good thing because food production accounts to 25% of all greenhouse gases and animal-based food contribute twice as much. It is crucial that more people eat lower-carbon diets. meeting global climate targets.
Advocates say today’s alt-meat is not your grandmas’ tofu. This research may make sense. WRI survey respondents also indicated that they were more likely than others to order a vegetarian meal at restaurants.
MORE FROM FORBES2020 Will See More Americans Eat Plant-Based Meats. Animal Advocates CelebrateBy Null
Hughes says that her organization has shared her findings with a variety of food businesses such as MAX BurgersThere is a lot to be excited about.
Many of them are open to working with us to trial more messaging in restaurants.
Sainsburys supermarket, U.K., has a recent campaign that tells consumers that if you feel like eating better is too difficult, try your Halfest!
Here are some tips to make your diet more earth-friendly (and your health, in turn)
Hughes says that choosing a vegetarian/vegan dish is always more climate-friendly then going for a traditional meat dish.
If you do not want to eat meat, then choose meals that don’t feature meat and include vegetables, pulses (legumes), or grains as the main ingredient. Choose meals with one animal-based product instead of a meal with two or more. Look for dishes that contain only a small amount meat or dairy, rather than many.
WRI claims this is the first study to examine the impact of climate messaging on diners’ food choices. The institute has previously studied how dish names and descriptions can influence food choices. Boost the sales of menu items made from plant-based ingredients.