Increasing the Selection of Low-Carbon-Footprint Entrées through the Addition of New Menu Items and a Social Marketing Campaign in University Dining

Hannah Malan, Carole Bartolotto, Charles Wilcots, Peter Angelis, Al Ferrone, Chris Wible, Edward Westbrook, Erin Fabris, May C. Wang, Wendelin Slusser, Jennifer A. Jay and Michael L. Prelip

Journal of the Association for Consumer Research, 2022, vol. 7, issue 4, 461 - 470

Abstract: This natural experiment evaluated the effectiveness of an intervention to increase low-carbon-footprint entrée sales in university dining. In general, low-carbon-footprint foods include plant-based items and fish, which can promote health. Intervention components included (1) new menu items with Impossible™ plant-based meat and (2) a social marketing campaign focused on choosing lower-carbon options. Entrée sales data (n=645,822) from the intervention restaurant were compared to those from two other restaurants pre- (Fall 2018) and post-intervention (Fall 2019). During the post period, the proportion of low-carbon-footprint entrée sales increased from 13.9% to 21.4% (54% change), a significantly greater increase than the comparison sites. Although the intervention was followed by a decrease in sales of beef entrées and increase in sales of plant-based meat entrées, sales of other vegetarian entrées also decreased. Results suggest promoting the climate benefits of tasty plant-based meat alternatives can shift food choice patterns in a university.

Date: 2022
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