Changing our dining habits in hotels could significantly reduce carbon emissions by simply arranging restaurant menus differently, which can lead to a dramatic increase in vegetarian orders, according to a new study from the University of Surrey.
Changing our dining habits in hotels could significantly reduce carbon emissions by simply arranging restaurant menus differently, which can lead to a dramatic increase in vegetarian orders, according to a new study from the University of Surrey.
By redesigning hotel menus to prioritise vegetarian and plant-based options, hotels can reduce their environmental impact. Implementing behavioural interventions, such as strategically framing vegetarian dishes as the first choice on menus, can guide guests toward more sustainable dining decisions. Such approaches not only align with the growing consumer demand for environmentally friendly options but also contribute to the reduction of greenhouse gas emissions associated with food choices.
The study, published in Sustainable Tourism, conducted a series of covert field experiments across two hotel restaurants, engaging 647 participants in various menu conditions. Participants were exposed to either the default menu or one of three intervention menus designed to encourage vegetarian choices. The interventions tested included cognitive nudges, based on the bandwagon effect, and behavioural nudges using framing and anchoring techniques that altered the presentation of menu options. The results were clear: behavioural nudges were significantly more effective in increasing vegetarian orders compared to cognitive messaging.
Read more at University of Surrey
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