Nudging to reduce meat consumption: Immediate and persistent effects of an intervention at a university restaurant
Verena Kurz ()
Additional contact information
Verena Kurz: Department of Economics, School of Business, Economics and Law, Göteborg University, Postal: Department of Economics., School of Business, Economics and Law, Göteborg University, Box 640, SE 40530 GÖTEBORG, http://www.economics.gu.se
No 712, Working Papers in Economics from University of Gothenburg, Department of Economics
Changing dietary habits to reduce the consumption of meat is considered to have great potential to mitigate food-related greenhouse gas (GHG) emissions. To test if nudging can increase the consumption of vegetarian food, I conducted a field experiment with two university restaurants. At the treated restaurant, the salience of the vegetarian option was increased by changing the menu order, and by placing the dish at a spot visible to customers. The other restaurant served as a control. Daily sales data on the three main dishes sold were collected from September 2015 until June 2016. The experiment was divided into a baseline, an intervention, and a reversal period where the setup was returned to its original state. Results show that the nudge increased the share of vegetarian lunches sold by around 6 percentage points. The change in behavior is partly persistent, as the share of vegetarian lunches sold remained 4 percentage points higher than during the baseline period after the original setup was reinstated. The changes in consumption reduced GHG emissions from food sales around 5 percent.
Keywords: nudging; field experiment; meat consumption; climate change mitigation (search for similar items in EconPapers)
JEL-codes: C93 D03 D12 Q50 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-agr, nep-cbe and nep-exp
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:hhs:gunwpe:0712
Ordering information: This working paper can be ordered from
Access Statistics for this paper
More papers in Working Papers in Economics from University of Gothenburg, Department of Economics Department of Economics, School of Business, Economics and Law, University of Gothenburg, Box 640, SE 405 30 GÖTEBORG, Sweden. Contact information at EDIRC.
Bibliographic data for series maintained by Ann-Christin Räätäri Nyström ().