Putting vegetarian and vegan options higher up the menu could help hotels bring down emissions.
Research from Sustainable Tourism, which took response from 647 people in different ‘menu conditions’ at two UK hotels, shows that strategically framing non-meat items and placing them high up the list of choices encourages people to order them.
The effect echoes nudge theory in communications and marketing, whereby behavioural changes are driven by subtle messaging suggestions. In comparison to cognitive nudges, subtle design and presentation decisions aimed at changing decisions, were found to be less effective than behavioural nudges at altering what diners ordered.
‘By simply restructuring how hotels present food options, they can enable guests to make more sustainable choices. It’s not merely about reducing meat consumption; it’s about creating an environment where plant-based choices are the norm rather than the exception,’ said Sofie Voss, lead author of the study and PhD researcher at the University of Surrey.
‘The hospitality sector stands at a crossroads, with an opportunity to lead the charge in sustainable dining practices. By reimagining menu designs and embracing behavioural nudges, hotels can significantly reduce their environmental impact and contribute to a more sustainable future,’ she continued.
According to the UN’s Food and Agricultural Organization, meat and dairy products account for around 14% of total global carbon emissions. In the UK, beef and dairy make up more than 30% of the country’s dietary-related greenhouse gas contribution.
Image: Hermes Rivera / Unsplash
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