(Not) Eating for the environment: The impact of restaurant menu design on vegetarian food choice

A review of policy levers to reduce meat production and consumption

It is increasingly apparent that we require a substantial reduction in animal production and consumption for the sake of the environment and public health. In this paper, we conducted a systematic review to explore the policy levers available for governments to reduce animal farming and the consumption of meat. The policy levers generated by the review are categorised by four main types of interventions: Financial measures, Command- and-control, Informational, and Behavioural. First, we explore four financial measures: taxes on meat is the most-studied intervention, and the least publicly accepted in polling, sometimes being implemented indirectly via measures such as carbon taxes or rescinding VAT exemptions; subsidies for animal product alternatives are considered as a more publicly acceptable alternative approach, and would reduce long-term demand for meat by making alternatives more competitive; agricultural carbon trading schemes are discussed, and may represent a politically feasible way to hold livestock producers accountable for negative externalities; and buyouts of animal farms can be an impactful way to compensate producers to leave the industry, but must be done with care to avoid unintended social and market consequences. Second, we explore two command-and-control measures: regulating animal production with standards such as animal welfare requirements and health and safety rights for agricultural workers is amongst the most well-supported policies, and is an impactful way to ensure minimum standards of production are met; however, restrictions on animal consumption, such as meat-free days in public catering, are less publicly accepted. Third, we discuss three informational measures: food product labels, such as animal welfare or environmental impact labels, fulfil consumers' expectations to have this information, and although there is limited evidence that they impact consumer behaviour directly, such labels may nonetheless incentivise producers to competitively improve; likewise, national dietary guidelines appear to have little direct impact on food choices, but can impact other institutions such as schools and medical institutions; policies on information campaigns can help or hurt meat reduction efforts, with some jurisdictions prohibiting meat advertisements, while others spend millions on campaigns to promote meat consumption. Fourth, we explore a range of behavioural measures which could be implemented in public catering settings and/or incentivised in food service, including presentation and positioning of meat- and plant-based dishes, and altering the food options on offer - we find that adding more high-quality plant-based options to menus and presenting these options as the default wherever the format allows are highly impactful and tractable behavioural policies that could reduce meat consumption. Informational and behavioural measures can complement traditional fiscal and command-and-control measures to reduce animal production and consumption. We discuss the implications for researchers and policymakers.

We meat again: a field study on the moderating role of location-specific consumer preferences in nudging vegetarian options

This field study set out to test whether consumers' history of making decisions in a particular choice context moderated the effectiveness of a nudge intervention to reduce meat consumption. In a Danish hospital canteen that served both staff members and visitors, a combination of nudges (Chef's recommendation sticker + prominent positioning) was implemented to promote vegetarian sandwiches. The sales of these sandwiches increased from 16.45% during the baseline period to 25.16% during the nudge intervention period. Most notably, this increase was caused by the visitors, who had weak location-bound preferences. Hospital staff members (who had strong location-bound preferences) were unaffected by the nudge in their choice. This is an important finding because the two consumer groups did not differ on their person-bound preferences for meat. It seems that behaviour change is best predicted by location-bound preferences, whereas the behaviour itself is best predicted by person-bound preferences. These findings can help organizations in estimating whether a nudge intervention has enough potential for behaviour change, or whether more directive policies are required.

Can environmental traffic light warning labels reduce meat meal selection? A randomised experimental study with UK meat consumers

An important area for tackling climate change and health improvement is reducing population meat consumption. Traffic light labelling has successfully been implemented to reduce the consumption of unhealthy foods and sugary drinks. The present research extends this work to meat selection. We tested 1,300 adult UK meat consumers (with quotas for age and gender to approximate a nationally representative sample). Participants were randomised into one of four experimental groups: (1) a red traffic light label with the text 'High Climate Impact' displayed on meat meal options only; (2) a green traffic light label with the text 'Low Climate Impact' displayed on vegetarian and vegan meal options only; (3) red/orange/green (ROG) traffic light labels displayed on relevant meals; and (4) control (no label present). Participants made meal selections within their randomised group across 20 meal trials. A beta-regression was performed to ascertain the change in primary outcome (proportion of meat meals selected across the 20 trials) across the different groups. The red-only label and ROG labels significantly reduced the proportion of meat meals selected compared to the unlabelled control group, by 9.2% and 9.8% respectively. The green-only label did not differ from control. Negatively framed traffic light labels seem to be effective at discouraging meat selection. The labels appeared to be moderately acceptable to meat eaters, who did not think the labels impacted the appeal of the products. These encouraging findings require replication in real-life settings.

The Influence of Food Names with Different Levels of Concreteness on Evaluations of Food Deliciousness and Healthiness

Recently, many restaurateurs in the food and beverage industry started using vague and abstract names to label their dishes. However, the influence of the concreteness of food names on consumers' evaluations of food remains unclear. Therefore, the present study investigated people's perceptions of food names with different levels of concreteness and their evaluations of food deliciousness and healthiness through two experiments. Experiment 1 investigated the likelihood of names with different levels of concreteness being perceived as foods or dishes through subjective guessing tasks. In line with the hypothesis of mental imagery consistency, the results revealed that individuals were more inclined to perceive high-concreteness names as actual food or dishes than low-concrete names. Experiment 2 further explored the impact of food names with different levels of concreteness on consumers' perceptions and evaluations of food in terms of the direct sensory (deliciousness) and indirect inference (healthiness) dimension. The results showed that in terms of deliciousness, consistent with the feelings-as-information theory, high-concreteness food names were rated significantly higher than low-concreteness ones. In terms of healthiness, consistent with the incongruence theory, low-concreteness food names were rated significantly higher than high-concreteness ones. These results indicated that high-concreteness names were more likely to be perceived as foods or dishes. Moreover, they also had advantages in the direct sensory dimension (deliciousness) but were perceived as less healthy in the indirect inference dimension (healthiness). The present findings provide new evidence for studies related to food naming and the evaluation of deliciousness and healthiness and offer suggestions and strategies for the food and beverage industry in naming foods and dishes.

Nudging towards sustainable dining: Exploring menu nudges to promote vegetarian meal choices in restaurants

Food choice behavior plays a large role in achieving sustainability goals. Meat in particular has a negative environmental impact as compared with plant-based food - and is more frequently chosen in restaurant contexts. To increase plant-based meal choices in restaurants, we tested three nudges for menus that are likely to be implemented by restaurant owners: a hedonic label (e.g., artisanal vegetable burger), a chef's recommendation (specifying the vegetarian option as the chef's favorite), and a salience nudge (a box around the vegetarian option). In an online experiment, we showed participants (n = 513) in four conditions (no nudge, hedonic label, chef's recommendation, and salience nudge) five menus with four meal options each, one of which was vegetarian. We asked participants to choose a meal and subsequently to rate these meals on how tasty and indulgent they were (taste and indulgence attributions). We then revealed which nudge was used to the participants and asked how participants received it. Results show that the hedonic label and chef's recommendation nudge (but not the salience nudge) both increase vegetarian meal choices. The hedonic label increased participants' attributions of indulgence of the meal, but not of tastiness. This finding fits with restaurants' gastronomic, pleasure-seeking context and shapes future directions of labeling interventions, namely that indulgence attributions can be increased in vegetarian foods. Furthermore, the nudges were generally well accepted and participants' intention to return to the (virtual) restaurant was high. Finally, customers expected the hedonic label nudge to be more effective in promoting vegetarian food choices than the other two nudges, partially corresponding with our findings of actual effectiveness.

Environmental co-benefits of health policies to reduce meat consumption: A narrative review

Global meat consumption has risen steadily in recent decades, with heterogeneous growth rates across regions. While meat plays a critical role in providing essential nutrients for human health, excessive consumption of meat, particularly red and processed meat, has also been associated with a higher risk of certain chronic diseases. This has led public authorities, including the World Health Organization, to call for a reduction in meat consumption. How governments can effectively reduce the health costs of meat consumption remains a challenge as implementing effective policy instruments is complex. This paper examines health-related policy instruments and potential economic mechanisms that could reduce meat consumption. Health-related taxation could be the most effective instrument. Other policy instruments, such as informational and behavioral instruments, along with regulations, could discourage meat consumption depending on the policy design. We also provide evidence on the link between meat consumption and the environment, including climate, biodiversity, water use, and pollution. Promoting healthy behaviors by reducing meat consumption can then have environmental co-benefits and promote broader sustainable development goals. We also discuss the policy-related challenges that need to be addressed to meet environmental co-benefits.

Nudging food choice in a prison setting: an investigation using food choice data

BACKGROUND

The prison population presents complex health needs and is disproportionately affected by poor health, compared to the general population. Diet has a clear role in prisoner health, and the prison food environment within which food choices are made is relatively under-researched. The aim of this study was to examine whether food choices in a women's prison changed after the introduction of a new menu design by the catering team.

METHODS

The adjusted menu design incorporated an emoticon (a smiley face) placed next to designated 'Healthy Choice' foods on the menu sheets, which were used to preselect meals. Data comprised all women's (n = 865) food choices (more than 115,000 selections) for a period of 8 weeks (with the new menu) as well as 8 weeks prior (baseline period). The study design was a pre-post intervention study, and food selection was examined using chi-square tests and binary logistic regression models.

RESULTS

The selection of promoted foods overall significantly increased under the new menu design (with the emoticon nudge strategy) compared to baseline; the effect size, however, was small according to the usual guidelines (21.4% compared to 20% at baseline; χ2 (1) = 32.6, p < 0.001, φ = 0.02). Individuals were 11% more likely (p < 0.001) to select the promoted 'Healthy Choice' foods under the adjusted food choice architecture. A significant effect was found for lunch and evening meal - but not for desserts. A minority of individual food items that were promoted had significant positive changes in selection, and were 1.3-4 times as likely to be selected when emoticons had been introduced, compared to baseline.

CONCLUSIONS

Further research is needed to examine the potential added benefit of multiple complementary nudge strategies, and the relevance of the preselection of foods in advance of consumption.

An Investigation of Meat Eating in Samples from Australia and Germany: The Role of Justifications, Perceptions, and Empathy

Despite concerns about animal welfare, and health and environmental issues associated with eating meat, meat consumption has continued to increase worldwide, including in Australia. One exception to this is Germany, with 2021 meat consumption levels being the lowest in the last 30 years. This pre-registered study investigated socio-cultural variables associated with meat consumption in Germany (n = 399) and Australia (n = 399) in a cross-sectional online survey. Participants reported levels of current and intended meat consumption, and they completed measures of speciesism, motivations to eat meat, empathy, animal farming perceptions, perceived behavioural control (PBC) over meat eating, and avoidance and dissociation regarding the animal origins of meat. In both Australia and Germany, enjoying the taste of meat positively predicted consumption and empathy towards farmed animals negatively predicted consumption. PBC was a strong positive predictor of intentions to reduce meat consumption in both countries. Empathy and liking the taste of meat were among the best predictors of red meat and poultry consumption, suggesting that interventions to reduce meat consumption may work best by targeting these factors while also increasing people's sense of control over their food choices.

Nudging Toward Sustainable Food Consumption at University Canteens: A Systematic Review and Meta-Analysis

INTRODUCTION

This systematic literature review and meta-analysis investigated the effectiveness of the nudging approach toward sustainable food consumption in the university canteen context.

METHODS

The systematic literature search was carried out in 5 databases, Web of Science, PubMed, Scopus, ProQuest, and the Royal Library, identifying 14 eligible studies and selecting 9 articles containing adequate information for meta-analysis. The nudging strategies were classified using the typology of interventions in the proximal physical microenvironments framework that resulted in 5 different intervention types: availability, position, size, presentation, and information that belonged to either intervention class-altering properties or placement.

RESULTS

The study identified presentation, availability, and information as the most promising nudge intervention for achieving sustainable food consumption at the university canteen or similar settings. Nudging by altering the properties had a small effect size (d = 0.16), and nudging by altering placement showed a medium effect size (d = 0.21).

DISCUSSION

Nudging interventions implemented after understanding consumers' current behavior showed positive effectiveness toward sustainable food consumption rather than implementing random nudges.

CONCLUSIONS AND IMPLICATIONS

It is important that future studies aim to achieve sustainable food consumption by understanding canteen user food preferences and food choice motives before designing a nudging strategy.

Impact of pictorial warning labels on meat meal selection: A randomised experimental study with UK meat consumers

Meat consumption has been linked to adverse health consequences, worsening climate change, and the risk of pandemics. Meat is however a popular food product and dissuading people from consuming meat has proven difficult. Outside the realm of meat consumption, previous research has shown that pictorial warning labels are effective at curbing tobacco smoking and reducing the consumption of sugary drinks and alcohol. The present research extends this work to hypothetical meat meal selection, using an online decision-making task to test whether people's meal choices can be influenced by pictorial warning labels focused on the health, climate, or pandemic risks associated with consuming meat. Setting quotas for age and gender to approximate a UK nationally representative sample, a total of n = 1001 adult meat consumers (aged 18+) were randomised into one of four experimental groups: health pictorial warning label, climate pictorial warning label, pandemic pictorial warning label, or control (no warning label present). All warning labels reduced the proportion of meat meals selected significantly compared to the control group, with reductions ranging from -7.4% to -10%. There were no statistically significant differences in meat meal selection between the different types of warning labels. We discuss implications for future research, policy, and practice.

How do defaults and framing influence food choice? An intervention aimed at promoting plant-based choice in online menus

Nudging consumers towards plant-based foods by making these choices the default option is a promising strategy for effecting sustainable dietary change. In the hypothetical context of online food ordering in a Northern European country, we examined the underlying mechanisms and effectiveness of swapping the default in menus from meat to a plant-based meat alternative. Results showed that pre-selecting a plant-based option in the online setting was not enough to increase choice of plant-based meals alone. Rather, additionally framing the plant-based default as the more sustainable or tasty option was needed to significantly increase choice. While ease was unimportant and held constant in this online setting, endowment and implied endorsement were found to mediate default success such that the positive influence of endowment outweighed the (surprising) negative effect via endorsement. In contrast to general theoretical expectations of default nudges, an endorsement by an online food provider is unlikely to encourage plant-based choices.

How can restaurants entice patrons to order environmentally sustainable dishes? Testing new approaches based on hedonic psychology and affective forecasting theory

Encouraging restaurant guests to order vegetarian dishes plays a key role in creating a more environmentally sustainable tourism sector. However, for many consumers eating a meat dish is an important aspect of their enjoyment-focused restaurant experience. Identifying new approaches that support restaurants in selling more vegetarian dishes are urgently needed. Drawing from hedonic psychology and affective forecasting theory, this study tests two interventions aimed at directing ordering towards specific vegetarian dishes in a scenario-based survey experiment with 742 consumers. Results show the potential of affective forecasting as a promising psychological mechanism. Displaying an appetising picture of a vegetarian dish on a menu increases stated ordering of the dish because the picture directs consumer attention to the dish and triggers them to imagine eating the dish. Consumers who imagine eating the dish feel stronger anticipated enjoyment of eating it. Adding to the picture an invitation to imagine eating the dish does not further increase the effect. This study explains the psychological mechanism of how a picture of an appetising vegetarian dish changes food choices and provides restaurants with a cost-effective measure to direct ordering towards more environmentally sustainable dishes.

Increasing the Consumption of Environmentally Friendly Foods in a University Dining Hall Using Menu Item Placement

Creating a decision-making environment that promotes sustainable food choices is a priority for both the individual and society. This study aimed at encouraging plant-based menu choices by re-ordering the menu according to the carbon footprint values. The project was conducted in a grab-and-go eatery at a large United States public university, where students could order their meals choosing among different menu options that were customizable with various ingredients. The order of menu ingredients was changed twice: for five weeks, from the most to the least impactful in terms of carbon footprint; subsequently, for another five weeks the order was reversed. At both times, all sales data were recorded. A total of 279,219 and 288,527 items were selected, respectively, during the first and the second intervention. A significant association was found between menu re-ordering and customers' choices for almost all food categories considered. Overall, despite beef choices not changing, results showed that students were more likely to choose low-carbon options when these were placed at the beginning, emphasizing that food selections were impacted by ingredient placement on the menu list. These findings highlight the need for a multi-level strategy focused on raising students' awareness of the environmental impact of animal-based foods, particularly beef.

The negative impact of vegetarian and vegan labels: Results from randomized controlled experiments with US consumers

Reducing consumption of animal products is a critically important challenge in efforts to mitigate the climate crisis. Despite this, meals containing animal products are often presented as the default versus more environmentally sustainable vegetarian or vegan options. We tested whether vegetarian and vegan labels on menu items negatively impact the likelihood of US consumers choosing these items by using a between-subjects experimental design, where participants chose a preference between two items. Menu items were presented with titles and descriptions typical at restaurants, and a random group saw "vegan" or "vegetarian" labels in the titles of one of the two items. Two field studies were conducted at a US academic institution, where people selected what to eat via event registration forms. The methodology was extended to an online study, where US consumers selected what to hypothetically eat in a series of choice questions. Overall, results showed the menu items were significantly less likely to be chosen when they were labeled, with much larger effects in the field studies, where choice was not hypothetical. In addition, the online study showed male participants had a significantly higher preference for options containing meat versus other participants. Results did not indicate the impact of labels differed by gender. Furthermore, this study did not find that vegetarians and vegans were more likely to choose items with meat when the labels were removed, indicating that removing labels did not negatively impact them. The results suggest removing vegetarian and vegan labels from menus could help guide US consumers towards reduced consumption of animal products.

The unhealthy-tasty intuition in dining out situations: the role of health inferences and taste expectations

Introduction

Increasing obesity rates around the globe have challenged policymakers to find strategies to prompt healthier eating habits. While unhealthy eating takes place in many different contexts, dining out is a context where individuals often choose an unhealthy option despite the availability of healthier alternatives. One possible explanation for this behavior is the unhealthy-tasty intuition, which refers to the belief that unhealthy food is tastier than healthy food. Nevertheless, many policymakers and restaurant managers follow the - in this context - counterintuitive approach of using health claims to nudge people towards more healthy eating choices or habits.

Methods

The current research employs an online experiment with 137 participants and investigates how health claims and sensory claims impact on the purchase intention of healthy options for desserts. Furthermore, it explores how health inferences and taste expectations mediate the intention to purchase.

Results and discussion

Findings from the online experiment confirm that health claims prompt positive health inferences, while also stimulating unfavorable taste expectations, resulting in a lower intention to purchase. Surprisingly, we found no effect of a sensory claim on taste expectations. The findings of our experiment contradict the unhealthy-tasty intuition by revealing a significant positive correlation between taste expectations and health inferences. While both health inferences and taste expectations impact positively on purchasing intentions for the health-claim condition, the indirect effect of taste expectations was stronger than the indirect effect of health inferences.

Prompting vegetable purchases in the supermarket by an affordance nudge: Examining effectiveness and appreciation in a set of field experiments

The supermarket is a promising location for stimulating healthier food choices by nudging interventions. However, nudging healthy food choices in the supermarket has shown weak effects to date. The present research introduces a new nudge based on the concept of affordances - i.e., an animated character - that invites interaction with healthy food products and examines its effectiveness and appreciation in a supermarket context. We present findings of a series of three studies. In Study 1, evaluations of the new nudge were collected, revealing that the nudge was appreciated. In Studies 2 and 3, field experiments were conducted to test the nudge's effect on vegetable purchases in a real-life supermarket. Study 3 demonstrated that vegetable purchases increased significantly (up to 17%) when the affordance nudge was placed on the vegetable shelves. Furthermore, customers appreciated the nudge and its potential for implementation. Taken together, this set of studies presents compelling findings illustrating the potential of the affordance nudge for increasing healthy choices in the supermarket.

Forty-five years of research on vegetarianism and veganism: A systematic and comprehensive literature review of quantitative studies

Meat production and consumption are sources of animal cruelty, responsible for several environmental problems and human health diseases, and contribute to social inequality. Vegetarianism and veganism (VEG) are two alternatives that align with calls for a transition to more ethical, sustainable, and healthier lifestyles. Following the PRISMA guidelines, we conducted a systematic literature review of 307 quantitative studies on VEG (from 1978 to 2023), collected from the Web of Science in the categories of psychology, behavioral science, social science, and consumer behavior. For a holistic view of the literature and to capture its multiple angles, we articulated our objectives by responding to the variables of "WHEN," "WHERE," "WHO," "WHAT," "WHY," "WHICH," and "HOW" (6W1H) regarding the VEG research. Our review highlighted that quantitative research on VEG has experienced exponential growth with an unbalanced geographical focus, accompanied by an increasing richness but also great complexity in the understating of the VEG phenomenon. The systematic literature review found different approaches from which the authors studied VEG while identifying methodological limitations. Additionally, our research provided a systematic view of factors studied on VEG and the variables associated with VEG-related behavior change. Accordingly, this study contributes to the literature in the field of VEG by mapping the most recent trends and gaps in research, clarifying existing findings, and suggesting directions for future research.

Persuasive packaging? The impact of packaging color and claims on young consumers' perceptions of product healthiness, sustainability and tastiness

Following the increasing importance of healthiness and sustainability for many consumers, manufacturers increasingly try to give products a healthier or eco-friendlier image, for instance through packaging design. We conducted two experiments to investigate how visual (i.e., colors) and textual (i.e., claims) packaging elements shape perceptions of product healthiness, sustainability and tastiness. Additionally, the studies investigated whether these packaging elements impact the likelihood that these products are selected in a choice task. Study 1 (N = 202) had a mixed design, with packaging color (warm versus cool) and a nutrition claim (present versus absent) as within-subjects manipulations. Young consumers chose between four beverages, and subsequently evaluated these beverages. Study 2 (N = 211) had a similar design and procedure, but focused on the impact of an ecological claim on the evaluation of snacks. In line with our hypotheses, cool packaging colors (i.e., green and blue) increased perceptions that food and drinks were healthy and sustainable. However, in Study 1, cool packaging colors also resulted in lower tastiness expectations, and a lower likelihood that the product was selected. We also found that a simple nutrition/ecological claim made products seem overall healthier and more sustainable. Additionally, contrary to many previous studies, we did not find that these claims affected taste expectations. Our studies highlight the importance of package design as a factor that can influence perceptions of food and drink products.

Exploring user-generated content related to vegetarian customers in restaurants: An analysis of online reviews

This study aimed to explore and evaluate factors that impact the dining experience of vegetarian consumers within a range of vegetarian-friendly restaurants. To explore the factors and understand consumer experience, this study analyzed a vast number of user-generated contents of vegetarian consumers, which have become vital sources of consumer experience information. This study utilized machine-learning techniques and traditional methods to examine 54,299 TripAdvisor reviews of approximately 1,008 vegetarian-friendly restaurants in London. The study identified 21 topics that represent a holistic opinion influencing the dining experience of vegetarian customers. The results suggested that "value" is the most popular topic and had the highest topic percentage. The results of regression analyses revealed that five topics had a significant impact on restaurant ratings, while 12 topics had negative impacts. Restaurant managers who pay close attention to vegetarian aspects may utilize the findings of this study to satisfy vegetarian consumer requirements better and enhance service operations.

Marketing strategies used for alternative protein products sold in Australian supermarkets in 2014, 2017, and 2021

Introduction

Marketing plays an important role in consumers' perceptions and acceptance of new foods. The purpose of this study was to investigate the marketing strategies used for alternative protein products available in Australia in 2014, 2017, and 2021.

Methods

Product data were extracted from FoodTrack™, an established database of packaged supermarket products. Marketing strategies investigated included product format descriptors, front of pack (FOP) labeling claims, price, and in-store placement (2021 only).

Results

Data from 292 alternative protein products (n = 12 tofu-based products; n = 100 legume-based products; and n = 180 plant-based meats) were analyzed. Across the product range, "burgers" (n = 86), "strips and similar" (n = 51) and "sausages" (n = 42) were the most common product formats, accounting for ∼61% of the product range. Nutrient content claims featured on 273 (93%) products. "Positive" nutrient claims (those highlighting the presence of a nutrient) occurred on FOP labels four times more than "negative" nutrient claims (those highlighting the absence or low levels of a nutrient; 432 versus 101, respectively). Protein-related claims were the most common "positive" nutrient claim (n = 180, 62%). Health claims on FOP labels appeared on 10% of products. Most products (n = 265, 91%) mentioned a dietary pattern (such as "vegetarian" and "plant-based"), or a combination of dietary patterns on their FOP label. The price of alternative products increased over time; between 2014 and 2021, on average, the unit price increased (9% increase, p = 0.035) and the pack size decreased (14% decrease, p < 0.001). There was inconsistency in product placement across the eight stores visited. Occasionally (n = 3 of 13 locations), chilled alternative protein products were positioned near conventional meat products. More commonly, alternative protein products shared space with other vegetarian products (such as non-dairy cheeses and tofu blocks) or alongside convenience products, suggesting these products are promoted as convenience foods, or options for individuals with special dietary needs.

Discussion

This study provides a useful evidence base to understand the marketing strategies used for alternative protein products. It appears from this analysis that considerable effort has gone into providing consumers with a level of familiarity and comfort prior to purchasing these alternative protein products.

Consumer behavior towards cultured meat: A review since 2014

Cultured meat, also known as 'in-vitro meat' or 'clean meat', holds the potential solution to environmental sustainability along with conventional meat alternatives, including plant-based meat, insects, algae, and pulses. A critical step to its widescale acceptance is consumer perception. Both qualitative research and quantitative analysis are being carried out to enhance the acceptability of cultured meat. In this review, consumer behavior towards cultured meat is accessed to understand the current market scenario. Psychological factors that can hinder or improve cultured meat acceptance are discussed. Consumer social factors geared towards consumer behavior on cultured meat are also summarized. As per the research findings, meat lovers are more likely to try cultured meat owing to the attached sustainability claims. The consumers' concerns about the unnaturalness of cultured meat should be addressed in order to encourage them to get more acquainted with the product and modify their attitudes about it. Marketing tactics of labeling it as 'clean meat' rendered better purchasing as compared to other terms. Furthermore, educating the masses likely reduced the unfamiliarity with newly marketed products resulting in improved consumer perception of cultured meat.

A reversal of defaults: Implementing a menu-based default nudge to promote out-of-home consumer adoption of plant-based meat alternatives

Restaurants are characterized by high levels of meat being consumed in this out-of-home setting, while plant-based meat alternatives remain a niche product, thus preserving a high environmental impact of food consumption. We tested whether subtly re-designing the restaurant menu, so that plant-based meat alternatives were perceived as the default to a greater extent, increased consumer selection of plant-based meat alternatives. Consumers' freedom of choice was preserved by leaving all choice options on the menu. An online experiment in The Netherlands showed that consumers choose plant-based meat alternatives more often relative to meat when the plant-based option is framed as the default. In a field experiment in a Dutch restaurant, we found that the amount of ordered plant-based meat alternative dishes substantially increased relative to an equivalent meat dish when implementing a default nudge (bean alternative: from 8.6% to 80.0%; seaweed alternative: from 16.1% to 58.3%). Thus, re-designing the menu in a way that suggests that plant-based meat alternatives are the default, while preserving autonomous decision-making, is a promising route to promote out-of-home adoption of plant-based meat alternatives in restaurants.

Identifying effective interventions to promote consumption of protein-rich foods from lower ecological footprint sources: A systematic literature review

Addressing overconsumption of protein-rich foods from high ecological footprint sources can have positive impacts on health such as reduction of non-communicable disease risk and protecting the natural environment. With the increased attention towards development of ecologically sustainable diets, this systematic review aimed to critically review literature on effectiveness of those interventions aiming to promote protein-rich foods from lower ecological footprint sources. Five electronic databases (Medline, Web of Science, Scopus, Embase and Global Health) were searched for articles published up to January 2021. Quantitative studies were eligible for inclusion if they reported on actual or intended consumption of protein-rich animal-derived and/or plant-based foods; purchase, or selection of meat/plant-based diet in real or virtual environments. We assessed 140 full-text articles for eligibility of which 51 were included in this review. The results were narratively synthesised. Included studies were categorised into individual level behaviour change interventions (n = 33) which included education, counselling and self-monitoring, and micro-environmental/structural behaviour change interventions (n = 18) which included menu manipulation, choice architecture and multicomponent approaches. Half of individual level interventions (52%) aimed to reduce red/processed meat intake among people with current/past chronic conditions which reduced meat intake in the short term. The majority of micro-environmental studies focused on increasing plant-based diet in dining facilities, leading to positive dietary changes. These findings point to a clear gap in the current evidence base for interventions that promote plant-based diet in the general population.

Beyond emotion: online takeaway food consumption is associated with emotional overeating among Chinese college students

BACKGROUND

Online takeaway food has become very popular in China. However, the potential effects of online takeaway food consumption on eating behaviours among individuals during the transition stage from adolescence to young adulthood have not yet been assessed.

OBJECTIVE

This study aimed to examine the effects of takeaway food consumption on emotional overeating behaviour among college students.

METHODS

Data were collected from 1450 college students from six universities in Anhui, China. The frequency of emotional overeating during the past 4 weeks was assessed by the emotional overeating questionnaire (EOQ). Data on the frequency of online takeaway food consumption and other potential risk factors at the individual, interpersonal, physical environment, and macro-system levels were assessed by questionnaire. Multilevel linear regression analyses were employed to explore the association between takeaway food consumption and emotional overeating behaviour.

RESULTS

Compared to those who consumed online takeaway food less than 1 day per week, participants who consumed this food 4-5 days per week and participants who consumed this food 6-7 days per week had significantly higher EOQ scores (β = 0.14, p < 0.05 and β = 0.67, p < 0.001, respectively). More frequent consumption was associated with higher EOQ scores (p for trend < 0.001).

CONCLUSION

A higher frequency of takeaway food consumption was associated with an elevated risk of emotional overeating among college students independent of personal emotional status and other potential confounders at the interpersonal, physical environmental and macro-system levels.

LEVEL OF EVIDENCE

Level V; cross-sectional descriptive study.

Towards reduced meat consumption: A systematic literature review of intervention effectiveness, 2001-2019

A reduction of meat consumption and shift to plant-based diets, especially in industrialized countries, is acknowledged as crucial for reaching climate targets, addressing public health problems, and protecting animal welfare. While scholarly research distilled drivers of meat consumption and barriers to its reduction, insights into the effectiveness of measures to initiate such a profound change in consumer behaviour are relatively scarce. This paper presents a systematic literature review on consumption-side interventions in the context of meat consumption across scholarly disciplines. Our analysis confirms that existing research predominantly assessed interventions addressing personal factors of behavioural change such as knowledge and emotions. Whether these interventions are effective depends on whether information (i) is provided on health, animal welfare or environmental effects, (ii) is emotionally or cognitively framed, and (iii) is aligned with consumers' information needs. Moreover, linking meat to living animals or to the humanness of animals activates negative emotions and, thus, reduces meat consumption. Further, increasing the visibility and variety of vegetarian dishes in food environments decreases meat-eating. Also, educational courses on how to shop and cook vegetarian food are effective in reducing meat consumption. There is less evidence on the effectiveness of interventions addressing socio-cultural factors such as social norms. Regarding future research directions, existing research mainly investigated the influence of interventions on attitudes and behavioural intentions. Hence, there is still a need for studies to assess more long-term effects of intervention measures on actual meat consumption and their potential to initiate fundamental changes in dietary habits.

Pro-environmental behavior predicts adherence to plant-based diets

Plant-based diets are beneficial to human health and environmental sustainability but suffer from low rates of adherence. For example, many people who self-identify as vegetarian sporadically eat meat and eventually give up their vegetarian diet entirely. We theorize that valuing a lifestyle of pro-environmental behaviors can enable people to adhere to a plant-based diet more successfully. In the current survey study, we tested this prediction among plant-based dieters for two outcomes: short-term adherence (for the past three days) and future-intended dietary adherence (intention to continue one's diet for the next 1-2 years). Over and above other dietary, motivational, and demographic factors, pro-environmental behavior positively predicted both short-term and future-intended adherence to plant-based diets. Moreover, pro-environmental behavior mediated links between (a) connectedness to nature and dietary adherence and (b) political ideology and dietary adherence. These findings highlight pro-environmental behavior as a tool for explaining and predicting adherence to plant-based diets.

A nudge in the right direction: the role of food choice architecture in changing populations' diets

Populations' diets typically fall short of recommendations. The implication of this on ill health and quality of life is well established, as are the subsequent health care costs. An area of growing interest within public health nutrition is food choice architecture; how a food choice is framed and its influence on subsequent food selection. In particular, there is an appeal to manipulating the choice architecture in order to nudge individuals' food choice. This review outlines the current understanding of food choice architecture, theoretical background to nudging and the evidence on the effectiveness of nudge strategies, as well as their design and implementation. Interventions emphasising the role of nudge strategies have investigated changes to the accessibility, availability and presentation of food and the use of prompts. Empirical studies have been conducted in laboratories, online and in real-world food settings, and with different populations. Evidence on the effectiveness of nudge strategies in shifting food choice is encouraging. Underpinning mechanisms, not yet fully explicated, are proposed to relate to salience, social norms and the principle of least effort. Emerging evidence points to areas for development including the effectiveness of choice architecture interventions with different and diverse populations, and the combined effect of multiple nudges. This, alongside further examination of theoretical mechanisms and guidance to engage and inspire across the breadth of food provision, is critical. In this way, the potential of choice architecture to effect meaningful change in populations' diets will be realised.

How to Effectively Encourage Sustainable Food Choices: A Mini-Review of Available Evidence

Food choices are difficult to change. People’s individual motivations (such as taste, cost, and food preferences) can be at odds with the negative environmental outcomes of their food choices (such as deforestation, water pollution, and climate change). How then can people be encouraged to adopt more sustainable food choices? This rapid review uses a dual-processing framework of decision-making to structure an investigation of the effectiveness of interventions to encourage sustainable food choices (e.g., local and organic food consumption, reducing meat and dairy intake, reducing food waste) via voluntary behavior change. The review includes interventions that rely on fast, automatic decision-making processes (e.g., nudging) and interventions that rely on more deliberate decision-making (e.g., information provision). These interventions have varying degrees of success in terms of encouraging sustainable food choices. This mini-review outlines some of the ways in which our understanding of sustainable food choices could be enhanced. This includes a call for the inclusion of possible moderators and mediators (past behavior, attitudes, beliefs, values) as part of effect measurements, because these elucidate the mechanisms by which behavior change occurs. In light of the climate change challenge, studies that include long-term effect measurements are essential as these can provide insight on how to foster sustained and durable changes.

Consumer perceptions of conventional and alternative protein sources: A mixed-methods approach with meal and product framing

Understanding consumer perceptions of meat alternatives is key to facilitating a shift toward more sustainable food consumption. Importantly, these perceptions may vary according to the characteristics of the consumer (e.g., preferences, motivations), the product (e.g., sensory attributes) and the encounter (e.g., how the meat alternative is presented/framed). Qualitative and quantitative methods were applied to examine consumer perceptions of five proposed alternatives to meat: legumes, tofu, seitan, lab-grown meat, and insects. In Study 1, 138 participants provided free associations with regards to conventional animal proteins (e.g., red/white meat, fish) and the five alternatives. Three profiles of consumers were identified: (1) hedonically motivated meat eaters uninterested in meat substitutes; (2) health-oriented meat eaters open to some meat substitutes; and (3) ethically conscious meat avoiders positively oriented to most meat alternatives. In Study 2, the presentation of the product was experimentally manipulated: 285 participants evaluated the same five meat alternatives along several dimensions (e.g., edibility, healthiness), either when framed as an individual product or as part of a larger meal. Overall, most meat alternatives benefited from a meal framing, with the notable exception of legumes, which benefited from an individual framing, and insects which were evaluated quite negatively regardless of framing. The present findings suggest that there is not a single way to frame all meat alternatives that will improve their appeal to all consumers.

Using consumption and reward simulations to increase the appeal of plant-based foods

The production of meat is a main contributor to current dangerous levels of greenhouse gas emissions. However, the shift to more plant-based diets is hampered by consumers finding meat-based foods more attractive than plant-based foods. How can plant-based foods best be described to increase their appeal to consumers? Based on the grounded cognition theory of desire, we suggest that descriptions that trigger simulations, or re-experiences, of eating and enjoying a food will increase the attractiveness of a food, compared to descriptions emphasizing ingredients. In Study 1, we first examined the descriptions of ready meals available in four large UK supermarkets (N = 240). We found that the labels of meat-based foods contained more references to eating simulations than vegetarian foods, and slightly more than plant-based foods, and that this varied between supermarkets. In Studies 2 and 3 (N = 170, N = 166, pre-registered), we manipulated the labels of plant-based and meat-based foods to either include eating simulation words or not. We assessed the degree to which participants reported that the description made them think about eating the food (i.e., induced eating simulations), and how attractive they found the food. In Study 2, where either sensory or eating context words were added, we found no differences with control labels. In Study 3, however, where simulation-based labels included sensory, context, and hedonic words, we found that simulation-based descriptions increased eating simulations and attractiveness. Moreover, frequent meat eaters found plant-based foods less attractive, but this was attenuated when plant-based foods were described with simulation-inducing words. We suggest that language that describes rewarding eating experiences can be used to facilitate the shift toward healthy and sustainable diets.

The Meat Paradox, Omnivore's Akrasia, and Animal Ethics

Western cultures have witnessed an intriguing phenomenon in recent years: People are both more concerned for animal wellbeing and consume more animal products than ever before. This contradiction has been explored in psychology under the term "meat paradox". However, what has been omitted from the explorations is the age-old philosophical notion of "akrasia", within which one both knows "the good" and acts against it. The paper seeks to address this omission by comparing psychological research on the meat paradox with philosophy of akrasia. Applying Plato, Aristotle, Descartes, and Spinoza, I investigate the underlying factors of and solutions to what is here called "omnivore's akrasia". Whilst contemporary research on the meat paradox focuses on various descriptive cognitive errors (such as cognitive dissonance), philosophy of akrasia has tended to focus more prescriptively on moral reason and virtue. After discussing "nudging" as an implication of the descriptive approach, the paper supports the prescriptive perspective and "the cultivation argument". The claim is that contemporary research on the contradictions concerning attitudes toward other animals would greatly benefit from paying more attention to the value-laden mental factors underlying moral agency.

Impact of increasing vegetarian availability on meal selection and sales in cafeterias

Shifting people in higher income countries toward more plant-based diets would protect the natural environment and improve population health. Research in other domains suggests altering the physical environments in which people make decisions ("nudging") holds promise for achieving socially desirable behavior change. Here, we examine the impact of attempting to nudge meal selection by increasing the proportion of vegetarian meals offered in a year-long large-scale series of observational and experimental field studies. Anonymized individual-level data from 94,644 meals purchased in 2017 were collected from 3 cafeterias at an English university. Doubling the proportion of vegetarian meals available from 25 to 50% (e.g., from 1 in 4 to 2 in 4 options) increased vegetarian meal sales (and decreased meat meal sales) by 14.9 and 14.5 percentage points in the observational study (2 cafeterias) and by 7.8 percentage points in the experimental study (1 cafeteria), equivalent to proportional increases in vegetarian meal sales of 61.8%, 78.8%, and 40.8%, respectively. Linking sales data to participants' previous meal purchases revealed that the largest effects were found in the quartile of diners with the lowest prior levels of vegetarian meal selection. Moreover, serving more vegetarian options had little impact on overall sales and did not lead to detectable rebound effects: Vegetarian sales were not lower at other mealtimes. These results provide robust evidence to support the potential for simple changes to catering practices to make an important contribution to achieving more sustainable diets at the population level.

Nudging to get our food choices on a sustainable track

Food production is one of the major contributors to environmental damage. Adaptations in our food choices are needed to preserve resources for the needs of future generations. More sustainable consumption patterns have been encouraged by economic incentives, laws, education and communication campaigns. Nonetheless, consumers still find difficulties in trying to change their current food habits. This review takes a behavioural approach in encouraging sustainable food choices among consumers. From a nudging perspective, many behavioural changes can be encouraged in a non-obtrusive way by adapting the complex food environment in which consumers are operating. These interventions do not restrict consumers' choices but rather adapt the choice architecture wherein food decisions are made. Drawing on the literature from diverse theoretical perspectives, we provide an overview of the application of nudging for more sustainable food choices and highlight where more research is needed. More specifically, we discuss research that used nudging to engender cognitive impact (i.e. the use of labels or visibility enhancements), affective responses (i.e. sensorial and social influence cues) and behavioural effects (i.e. adjustments in convenience and product size). We conclude that this review only shows the tip of the iceberg of the research on nudging and sustainable consumption that is likely forthcoming in the next few years, following the successes of nudging applications in other domains. Nonetheless, each individual nudging intervention requires careful examination. Personal predispositions towards the environment should be considered when designing interventions, demonstrating the complementarity of nudging with education on sustainable consumption.

What's in a name? Consumer perceptions of in vitro meat under different names

In vitro meat (IVM) grown from animal cells is approaching commercial viability. This technology could enable consumers to circumvent the ethical and environmental issues associated with meat-eating. However, consumer acceptance of IVM is uncertain, and is partly dependent on how the product is framed. This study investigated the effect of different names for IVM on measures of consumer acceptance. Participants (N = 185) were allocated to one of four conditions in an experimental design in which the product name was manipulated to be 'clean meat', 'cultured meat', 'animal free meat', or 'lab grown meat'. Participants gave word associations and measures of their attitudes and behavioural intentions towards the product. The results indicated that those in the 'clean meat' and 'animal free meat' conditions had significantly more positive attitudes towards IVM than those in the 'lab grown meat' condition, and those in the 'clean meat' condition had significantly more positive behavioural intentions towards IVM compared to those in the 'lab grown meat' condition. Mediation analyses indicated that the valence of associations accounted for a significant amount of the observed differences, suggesting that anchoring can explain these differences. We discuss these results in the context of social representations theory and give recommendations for future research.

Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study

In-depth knowledge of sustainable food consumption behavior regarding university students, and especially the younger ones, reveals tendencies of the worlds’ sustainable future. This study aims to explore the sustainable food consumption behavior of the Generation Z cohort (18–23 years of age) that is studying at Greek universities and living away from home, and to segment them according to their behavior. Quantitative research was implemented with an online questionnaire, which resulted in a collection of 252 valid samples. The results revealed that the focus of sustainable food consumption behavior is limited to eating seasonal fruits and vegetables and purchasing regional food. Additionally, it identified two student segments based on sustainable food consumption behavior.

Restructuring physical micro-environments to reduce the demand for meat: a systematic review and qualitative comparative analysis

BACKGROUND

Reducing meat consumption could help to protect the natural environment and promote population health. Interventions restructuring physical micro-environments might help to change habitual behaviour. We synthesised the scientific evidence pertaining to whether, and which, interventions restructuring physical micro-environments effectively reduce the demand for meat.

METHODS

We did a systematic review of quantitative studies evaluating the effectiveness of interventions restructuring physical micro-environments to reduce the demand for meat. We identified relevant records by searching six electronic databases (CAB Abstracts, Embase, PsycINFO, Science Citation Index, MEDLINE, and Dissertations & Theses) on Aug 31, 2017, contacting experts, screening publicly accessible online resources, and searching references. We included studies that evaluated the effectiveness of interventions restructuring physical micro-environments to reduce the demand for meat, defined as the actual or intended consumption, purchase, or selection of meat in real or virtual environments. We extracted data pertaining to the study samples, the interventions, and meat demand at the follow-up closest to intervention completion and at the longest follow-up, with the former representing our primary outcome. We synthesised data narratively and did a qualitative comparative analysis to identify configurations of intervention characteristics associated with, and those not found to be associated with, significant reductions in meat demand. Our Systematic Review is registered with PROSPERO, number CRD42017081532.

RESULTS

Of 10 733 titles and abstracts screened for eligibility, we assessed 60 full papers and included 14 papers reporting on 18 studies with 22 intervention conditions. Three interventions reducing the portion size of meat servings reduced meat consumption in randomised trials. Three interventions providing meat alternatives with supporting educational material were associated with reduced meat demand in pre-post design studies. Three of four interventions altering the sensory properties (eg, visual presentation) of meat or meat alternatives at point of purchase reduced meat demand in randomised trials. Four interventions repositioning meat products to be less prominent at point of purchase were associated with lower meat demand, but only two such interventions reached statistical significance in a randomised trial and a multiple treatment reversal design. Only one of five interventions manipulating the description of meat or meat alternatives at point of purchase was associated with lower meat demand in a multiple treatment reversal design. Evidence from randomised trials evaluating a pricing intervention or interventions restructuring several aspects of micro-environments was too scarce or inconsistent to be conclusive. The results from our qualitative comparative analysis supported the findings of this narrative synthesis.

INTERPRETATION

Some interventions restructuring physical micro-environments could help to promote lower demand for meat. Interventions reducing portion sizes of meat servings, providing meat alternatives, or changing the sensory properties of meat and meat alternatives at point of purchase offered the most promise in the context of experimental studies.

FUNDING

None.