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... a recent study conducted at the London School of Economics, researchers tested the effect of placing meat-free dishes inside versus outside of a "Vegetarian Dishes" box on a restaurant menu ( Figure 5). They showed 380 participants two different versions of an online food menu-one with the vegetarian dishes separated into their own section and one with these dishes integrated into the rest of the menu-and asked subjects to indicate which dish they would select if they were dining out in this restaurant. ...
Citations
... To meaningfully flatten the rising curve of animal-sourced foods, demand-side interventions should be implemented, tested, and scaled ambitiously (63). Even gentle changes to dining options and presentation can create large effects (64). Effective interventions range from these subtle "nudges" to more blatant rewards and incentives, as well as stringent regulations and restrictions (16,55). ...
... More targeted dietary change interventions are needed; recommendations for dietary change policies across most scientific literature are general and vague (16,55). Policies can leverage social, behavioral, and organizational sciences to change the underlying motivations and choice environments that drive consumer decisions (64,67). Small successes should also be better communicated to decision-makers and ambitiously scaled to large populations with help from community-based advocacy and organizing (68). ...
Infectious diseases originating from animals (zoonotic diseases) have emerged following deforestation from agriculture. Agriculture can reduce its land use through intensification, i.e., improving resource use efficiency. However, intensive management often confines animals and their wastes, which also fosters disease emergence. Therefore, rising demand for animal-sourced foods creates a "trap" of zoonotic disease risks: extensive land use on one hand or intensive animal management on the other. Not all intensification poses disease risks; some methods avoid confinement and improve animal health. However, these "win-win" improvements alone cannot satisfy rising meat demand, particularly for chicken and pork. Intensive poultry and pig production entails greater antibiotic use, confinement, and animal populations than beef production. Shifting from beef to chicken consumption mitigates climate emissions, but this common strategy neglects zoonotic disease risks. Preventing zoonotic diseases requires international coordination to reduce the high demand for animal-sourced foods, improve forest conservation governance, and selectively intensify the lowest-producing ruminant animal systems without confinement.
... dietary patterns (Naska et al., 2006). Diet change behaviour is most sensitive to social norms and self-efficacy (Eker et al., 2019), and therefore, measures to change social norms, such as advocating for new defaults in foodservice (Attwood et al., 2020;Perez-Cueto, 2021;Saulais et al., 2019) may contribute substantially to adopting healthier and more sustainable dietary patterns, while empowering consumers to improve their food decisions (Nørnberg et al., 2016). ...
A diet shift towards a more plant-based food consumption is advocated for sustainable, health and ethical reasons. Still, a diet change remains a societal challenge. The objective of this paper is to identify how barriers towards plant-based food consumption are experienced according to dietary lifestyle in 10 European countries. A pan-EU consumer survey was conducted as part of Smart Protein Project. In total 7590 answers were obtained (49.5% women). Omnivores were more likely to score higher in the barriers to diet shift than vegetarians, vegans or flexitarians. Large effect sizes (Eta squared >0.1) were observed for the following barriers a) the lay belief that humans are meant to eat lots of animal-based meat; b) the expectation that plant-based food products would not be tasty enough; c) and the experience of not enjoying such products. Medium effect sizes (Eta sq. > 0.06) were observed for variables addressing nutrition related barriers “would not be filling enough” and “I would not get energy or strength from these products”. Promotion of plant-based food consumption should be targeted according to diet lifestyle, with focus on their sensory characteristics and on addressing cultural (lay) beliefs e.g. through knowledge sharing.
... There are a variety of interventions that have been identified in correlational studies but have not been experimentally tested or systematically reviewed (Hartmann & Siegrist, 2017). Behaviour change interventions that could promote sustainable diets and the adoption of more plant-based meals have been suggested by the World Resources Institute (Attwood et al., 2020) and the Behavioural Insights Team (2020). Although these reports did not meet our inclusion criteria due to their unsystematic searches, they provide an indication of interventions that could be assessed. ...
... Evidence regarding other interventions may be available in the form of non-systematic reviews, and primary studies not included in systematic reviews. For example, a review by Animal Charity Evaluators (2017) (Attwood et al., 2020). However, this report was excluded as the review results are not explicitly discussed (but are used to inform their recommendations). ...
Transitioning toward plant-based diets can alleviate health and sustainability challenges. However, research on interventions that influence animal-product consumption remains fragmented and inaccessible to researchers and practitioners. We conducted an overview of systematic reviews, also known as a meta-review. We searched five databases for reviews that examined interventions that influence (increase or decrease) the consumption of animal products. We quantitatively summarised results using individual studies' directions of effect because reviews rarely reported effect sizes of primary studies. Eighteen reviews met inclusion criteria, 12 of which examined interventions intended to decrease animal-product consumption and 6 of which examined interventions intended to increase animal-product consumption. In total, only two reviews conducted quantitative meta-analyses. Across all reviews, vote counting indicated that providing information on the environmental impact of meat consumption may reduce consumption, with 10 of 11 estimates suggesting reduced consumption (91% [95% CI 62.3%, 98.4%]; p = .012). Providing information on the health consequences, emphasising social norms, and reducing meat portion sizes also appeared promising, albeit with more limited evidence. Reviews examining interventions that decreased consumption predominately focused on meat (10/12 reviews). Future reviews should conduct quantitative syntheses where appropriate and examine interventions that influence the consumption of animal products other than meat.
... There are a variety of interventions that have been identified in correlational studies but have not been experimentally tested or systematically reviewed (Hartmann & Siegrist, 2017). Behaviour change interventions that could promote sustainable diets and the adoption of more plant-based meals have been suggested by the World Resources Institute (Attwood et al., 2020) and the Behavioural Insights Team (2020). Although these reports did not meet our inclusion criteria due to their unsystematic searches, they provide an indication of interventions that could be assessed. ...
... Evidence regarding other interventions may be available in the form of non-systematic reviews, and primary studies not included in systematic reviews. For example, a review by Animal Charity Evaluators (2017) (Attwood et al., 2020). However, this report was excluded as the review results are not explicitly discussed (but are used to inform their recommendations). ...
Transitioning toward more plant-based diets can alleviate health and sustainability challenges. However, research on interventions that influence animal-product consumption remains fragmented and inaccessible to researchers and practitioners. We conducted an overview of systematic reviews, also known as a meta-review. We searched five databases for reviews that examined interventions that influence (increase or decrease) the consumption of animal products. We quantitatively summarised results using individual studies' directions of effect because reviews rarely reported effect sizes of primary studies. We also discussed the contexts in which the evidence for interventions appeared strongest in light of the broader literature on behaviour change. Eighteen systematic reviews met inclusion criteria, 12 of which examined interventions intended to decrease animal-product consumption and 6 of which examined interventions intended to increase animal-product consumption. In total, only two reviews conducted quantitative meta-analyses. Across all reviews, vote counting based on the direction of individual studies’ estimates indicated that providing information on the environmental impact of meat consumption may reduce consumption, with 10 of 11 estimates suggesting reduced consumption (91% [95% CI 62.3%, 98.4%]; p = .012). Providing information on the health consequences of meat consumption, emphasising social norms, and reducing meat portion sizes also appeared promising, albeit with more limited strength of evidence. Reviews examining interventions that decreased consumption predominately focused on meat (10/12 reviews). Future reviews should conduct quantitative syntheses where appropriate and could more frequently examine interventions that influence the consumption of animal products other than meat.
... However, promoting sustainable food choices can be achieved in various ways, including (but not limited to) changes to the choice architecture (Abrahamse, 2020). Attwood et al. (2020) recently produced 57 behaviour change strategies for the foodservice sector to encourage diners to choose more sustainable, plant-rich options. These strategies include changes to the product, placement, presentation, promotion, and people (staff). ...
... Practically, this means that discussions with possible locations, outlets and communities need to occur to understand what is right for each. In this context, we suggest using the interventions suggested by Bianchi et al. (2018), Abrahamse (2020) and Attwood et al. (2020) as starting points for this discussion. ...
Public sector catering outlets have been proposed as ideal places to try new, sustainable food choice interventions. We report on promotions conducted during 2019 as part of a "living lab" at the University of Sheffield Students' Union. Living labs involve staging interventions or experiments in a real-world setting that are carefully monitored and evaluated systematically. Activities included (1) a survey of dietary habits, attitudes and knowledge of staff and students (n=643), (2) a low environmental impact indicator logo created and implemented in different ways across four food outlets in the Students' Union (some outlets also provided information in dining areas), (3) sales data (intervention period and the same period in the previous year) were analysed, and (4) on the day of the global Climate Strikes (20th September 2019), a food outlet introduced additional one-day-only promotions on low impact menu options; sales impact was assessed. An average of 39.4% of respondents recalled the low environmental impact indicator logo. There was a significant increase in oat milk use compared to 2018, but non-significant changes to other low and medium impact food sales. In one outlet, high impact items had the greatest total value of sales in 2018, whereas in 2019 medium impact foods had the greatest value of sales, suggesting a positive trend towards less impactful food choices. The Climate Strike intervention saw a decrease in beef burger sales and an increase in chicken and meat-free burger sales. This paper covers interventions to promote sustainable food choices and their efficacy across a university with ideas for future research avenues. This study applied novel concepts, including the use of a number of geographically close outlets each participating with different types of intervention , the inclusion of sales data for several outlets, and multiple scale temporal interventions (e.g., single-day global Climate Strike, and longer-term interventions).
... Moving beyond consumer education campaigns to improving presentation and marketing of plantbased foods and plant-rich dishes can help make the more sustainable choice the more desirable choice. Behavioral science is showing that "nudges" that change the placement, presentation, and promotion of plantcentered meals can increase sales of climate-friendly options (Attwood et al. 2020). Businesses and civil society can both be more sophisticated in helping guide consumers toward more sustainable choices. ...
Limiting global warming to 1.5°C requires far-reaching transformations across power generation, buildings, industry, transport, land use, coastal zone management, and agriculture, as well as the immediate scale-up of technological carbon removal and climate finance. This report translates these transitions into 40 targets for 2030 and 2050, with measurable indicators. Transformations, particularly those driven by new technology adoption, often unfold slowly before accelerating after crossing a tipping point. Nearly a quarter of indicators assessed new technology adoption, with some already growing exponentially. This report considers such nonlinear change in its methodology. The transitions required to avoid the worst climate impacts are not happening fast enough. Of the 40 indicators assessed, none are on track to reach 2030 targets. Change is heading in the right direction at a promising but insufficient speed for 8 and in the right direction but well below the required pace for 17. Progress has stagnated for 3, while change for another 3 is heading in the wrong direction entirely. Data are insufficient to evaluate the remaining 9. This report also identifies underlying conditions that enable change—supportive policies, innovations, strong institutions, leadership, and shifts in social norms. Finance for climate action, for example, must increase nearly 13-fold to meet the estimated need in 2030.
... A variety of strategies exist to reduce consumption of meat and milk. They can include changes in how plantcentered meal options are presented and offered in restaurants and supermarkets, labeling strategies, and promotion of plant-based meat alternatives (Temme et al. 2020;Attwood et al. 2020). ...
Can the world meet growing demand for food while sharply reducing greenhouse gas emissions from agriculture – and without converting more forests into agriculture? In the World Resources Report: Creating a Sustainable Food Future, WRI set forth a challenging, global five-course menu of actions to do so. How should a country adapt this menu to its own agricultural context? A Pathway to Carbon Neutral Agriculture in Denmark answers this question for Denmark, a country whose major agricultural organizations have committed to become carbon neutral by 2050. A number of lessons are noteworthy, including: The importance of investing in developing, deploying and continuously improving agricultural technologies to mitigate climate change; Nations can’t reduce agricultural greenhouse gas emissions just by producing less food—that would just shift emissions to other countries. Rather, the world will need to produce more food, but on the same (or less) amount of land as today; and Increased food production must be linked with progress on reducing emissions and restoring forests and peatlands. The report’s lessons can inform not only Denmark’s agricultural future, but also that of other advanced agricultural economies.
... Companion resources available at www.coolfoodpledge. org, including the new Playbook for Guiding Diners Toward Plant-Rich Dishes in Food Service (Attwood et al. 2020), will also help Cool Food members use the latest behavioral science to make changes in their operations to encourage diners to choose delicious dishes with smaller climate footprints. We look forward to working with Cool Food members to help accelerate their progress and lead the way toward a delicious and sustainable food future. ...
Cool Food is a global initiative that helps dining facilities commit to a science-based target to reduce their food-related greenhouse gas (GHG) emissions by 25 percent by 2030 relative to 2015. This paper establishes the baseline estimate for Cool Food members’ collective food-related GHG emissions and also reports the group’s 2030 reduction target. In total, members reported more than 129,000 tonnes (t) of food purchased in the base year. If members met the collective 25 percent GHG emissions reduction target, their actions would reduce the group’s annual emissions by more than 1,071,000 t CO2e per year by 2030 relative to the base year—a reduction equivalent to avoiding the annual tailpipe emissions from more than 230,000 passenger vehicles. We will provide a progress update using the group’s 2019 food purchase data once new data are available.
Organizations are increasingly committing to biodiversity protection targets with focus on ‘nature-positive’ outcomes, yet examples of how to feasibly achieve these targets are needed. Here we propose an approach to achieve nature-positive targets with respect to the embodied biodiversity impacts of an organization’s food consumption. We quantify these impacts using a comprehensive database of life-cycle environmental impacts from food, and map exploratory strategies to meet defined targets structured according to a mitigation and conservation hierarchy. By considering the varying needs and values across the organization’s internal community, we identify a range of targeted approaches towards mitigating impacts, which balance top-down and bottom-up actions to different degrees. Delivering ambitious nature-positive targets within current constraints will be challenging, particularly given the need to mitigate cumulative impacts. Our results evidence that however committed an organization is to being nature positive in its food provision, this is unachievable in the absence of systems change. This Analysis illustrates how nature-positive targets aimed at protecting biodiversity can be achieved at the scale of organizations. A canteen at one UK university college is used as a case study for the application of a four-step participatory approach comprising an estimation of food-related biodiversity impacts; definition of biodiversity targets; assessment of possible interventions; and exploration of different strategies.
Widespread adoption of plant-rich diets is a key climate change mitigation strategy. Restaurants are one of many environments where diets must shift toward more sustainable directions. Researchers have studied behavior change strategies in these contexts, including information provision and choice architecture. However, few have been tested in the field, and the literature has under-addressed the barriers restaurants face in implementation. Additionally, the designs of these interventions have rarely been informed by the restaurant stakeholders who will be enacting the intervention, nor by the customers affected by the intervention, which may lower the probability of its acceptance and success. Integrative designers are uniquely positioned to address these shortcomings. They examine broader systems at play, identify opportunities to change the system, skillfully create artifacts to support those opportunities, and deeply collaborate with stakeholders throughout research and implementation. This work implemented a series of design interventions in collaboration with El Harissa, an independent restaurant in Ann Arbor, Michigan, to increase the selection of low-carbon, plant-rich dishes as a climate change mitigation measure. The design practitioner engaged with the restaurant’s owners, staff, and customers in a five-phase design process integrating Design for Sustainable Behavior and Co-Design. Three behavior change strategies were integrated into custom menu materials: descriptive environmental messaging, carbon labeling, and taste-forward menu descriptions. Preliminary results from the two-week piloting of these materials indicate that the average emissions per sold dish declined by two percent compared to the control period. In-field observations by the design practitioner and restaurant manager found that the carbon labels prompted positive conversations between customers and staff, highlighting the synergies between quantitative and interpersonal approaches to shift customer behavior. Potential future applications of this design process include additional iterations of carbon labeling visual systems and exploring additional behavior change strategies to support sustainable food choices in restaurant contexts.
