CHICAGO — A recent study published in the Journal of the American Medical Association (JAMA) found that consumers are more prone to avoid red meat when presented with climate impact labels.
The study, surveying 5,049 US consumers, presented participants with a fast-casual restaurant menu, which featured 14 items, including meat, chicken, plant-based entrées and salads. Participants were prompted to select one food option.
The menus had one of three label conditions:
A quick response code label on all items (control group)
A green low-climate impact label on chicken, fish or vegetarian items
A red high-climate impact label on red meat items
The results indicated that nearly 25% of consumers presented with high-climate impact labels are more likely to select a sustainable menu item than the control group. Consumers presented with low-climate impact labels are 10% more likely to choose a sustainable menu item than when given a quick response code label.
“These findings suggest that climate impact menu labels may be an effective strategy to promote more sustainable restaurant food choices and that labels highlighting high–climate impact items may be most effective,” the authors of the study wrote.