'Plant-based' versus 'Vegan' & 'High protein' versus 'Low carbon': Exploring Situational Myth-busting, Product Labels, and Green Nudges that Increase Sustainable Meal Choices

Chris Macdonald^1,

¹Fellow at Lucy Cavendish College, University of Cambridge

Cite this paper:
Chris Macdonald. 'Plant-based' versus 'Vegan' & 'High protein' versus 'Low carbon': Exploring Situational Myth-busting, Product Labels, and Green Nudges that Increase Sustainable Meal Choices. Research in Psychology and Behavioral Sciences. 2023; 11(1):7-11. doi: 10.12691/rpbs-11-1-2

Abstract

Recent models suggest that even if fossil fuel emissions were to stop overnight, our global food systems would prevent us from achieving the IPCC’s target of limiting global warming to 1.5°C. When studying the environmental impact of the food sector it is apparent that meat and dairy products, in particular, produce a vast amount of emissions. Furthermore, the livestock sector is the single most significant source of methane which is a particularly potent greenhouse gas. Animal agriculture is also a leading cause of deforestation and biodiversity loss. Accordingly, behavioural scientists are attempting to uncover practical interventions that help to promote the consumption of more plant-based products. In particular, a range of green nudges, such as displaying the carbon emissions of menu items have been effective at increasing the consumption of meatless options. The reported experiments in this paper suggest that product naming, positive framing, and 'situational myth-busting' may also be effective tools. In Experiment 1, the label 'plant-based' outperformed the label 'vegan' by 9 percentage points. In Experiment 2, the added description of 'high protein content' outperformed the added description of 'low carbon emissions' by 16 percentage points. Both experiments were conducted online with 800 UK students (every participant was male, aged 18-25, and was non-vegan and non-vegetarian). While further studies are required, the results suggest that simple low-cost or no-cost product labelling and signage interventions may be an effective strategy for increasing sustainable meal choices. The paper concludes by introducing the term 'green nudge by proxy' and encourages further exploration into this approach.

Keywords:
behavioural economics consumer psychology green nudges communication plant-based vegan sustainability climate action climatarian diets

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