Climate Labels On Menus Motivate People To Eat Less Red Meat, Study Suggests

A study indicated that adding climate impact labels to menus can lead people to choose environmentally-friendly options over red meat. The study observed the ordering habits of 5,049 adult volunteers in the US, who were asked to select dishes from menus featuring beef, chicken, fish, plant-based proteins, and salads. Participants were split into groups given different menu designs, with red-highlighted menus proving most effective in preventing orders of high-impact foods like beef.

Participants shown menus with climate impact labels were significantly more likely to choose sustainable meal options, with those shown red-annotated menus being 23% more likely to do so compared to the control group. The lead author of the study, Julia Wolfson, emphasized the potential for positive change through the implementation of climate impact labels on menus, suggesting that legislation may be necessary for widespread adoption of this practice to promote more sustainable food choices. Past research also supported the effectiveness of impact labeling in encouraging diners to make sustainable decisions and highlighted the lower carbon emissions associated with plant-based foods.