Reducing meat consumption among hospitality patrons: A simulation-based experiment on menu design

This study evaluates the impact of menu redesign as a strategy to reduce animal-based food consumption, essential for cutting food-system related greenhouse gas emissions by up to 70 %. Implementing an online scenario-based experiment, this study employs a 4 (nudging interventions) X 3 (normative interventions) between-subject experimental design. Participants from the UK and Australia were randomised to different types of restaurants, fine-dining and casual-dining, and several menu configurations. The results indicate that nudging interventions, such as increasing the number of plant-based dishes, substituting meat-based dishes with plant-based alternatives and offering halved meat portions, significantly reduce meat consumption in simulated hospitality settings. When two normative interventions were applied sequentially to generate momentum around following advice, recommending plant-based dishes also proved effective. Conversely, making plant-based dishes more visually prominent can inadvertently reduce their selection. The study makes original contributions by comparing different approaches of behavioural change around reducing meat consumption in hospitality. • Menu (re-) design can promote sustainable food choices in casual and fine dining. • Adding plant-based options to menus reduced meat consumption in the simulation. • Offering halved meat portions also reduced meat consumption. • Normative interventions were less effective but improved with the momentum effect. • Highlighting plant-based dishes may backfire, requiring careful use.