Labels and setting sustainable defaults can help diners choose a low-carbon meal.
food and beverage industry in the world and is also the largest market for eating out in restaurants and cafes based on consumer spending.
The authors created various menus for nine different hypothetical restaurants while employing two different interventions: indicating the amount of GHG emissions of each dish and putting lower-emission dish choices as the default menu option. The carbon labels also had a stoplight-colored signal to indicate the degree of GHG emissions, which meant that red was used for high-emission, yellow for medium-emission, and green for low-emission dishes.
“The default switches were associated with a reduction of 300 to 500 grams of CO2 equivalent, depending on whether we compare them to menus without any defaults or menus where the ‘red’ dish was the default,” says Seger. Meanwhile, the carbon labels were associated with an average reduction of 200 grams of CO2 equivalent, he adds.
The carbon labels in the 2019 study did not grab the participants’ attention because the menus included colored pictures of the dishes, argues Seger. This has implications for other informative menu elements as well, such as health, organic, and veggie labels. “The more such labels we include, the less potential each of them has to change customers’ behavior, because attention is a limited resource,” he adds.
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