By Edward J. Thomas –
Those interested in improving their diet and protecting the Earth’s climate may need to look no further than the dining menus, at least that’s what researchers from Britain’s University of Surrey say.
They claim that changing dining habits specifically in hotels could significantly reduce carbon emissions and improve patrons’ nutritional wellbeing. The process requires simply arranging restaurant menus differently to prioritize vegetarian and plant-based options. This will spur a dramatic increase in vegetarian orders, leading causing hotels to reduce their negative environmental impact.
Essentially, the university’s researchers are advocating behavioral interventions, such as strategically framing vegetarian dishes as the first choice on menus, which in turn will guide guests toward more sustainable dining decisions. The approach is not only aligned with the growing consumer demand for environmentally friendly options, it also contributes to the reduction of greenhouse gas emissions associated with food choices.
Obviously, the shift will also encourage patrons to consume more vegetables, helping them meet their daily recommended intake, which many fail to achieve.
The study conducted a series of covert field experiments across two hotel restaurants that involved 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, along with behavioral nudges using framing and anchoring techniques that altered the presentation of menu options.
The results were clear: behavioral nudges were significantly more effective in increasing vegetarian orders compared to cognitive messaging.
“By simply restructuring how hotels present food options, they can enable guests to make more sustainable choices,” explained Sofie Voss, the lead study’s author. “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.”
The researcher believes encouraging new menu choices will help reduce gashouse emissions, which are fostered by food consumption with high-emission foods such as meat contributing disproportionately to the problem. They argue that the finding underscores the urgent need for the hospitality sector to rethink its menu strategies to combat these pressing environmental challenges.
The study points out that with nearly a third of global emissions attributed to food systems, hotels can play a crucial role in shaping sustainable dining experiences.
“The hospitality sector stands at a crossroads, with an opportunity to lead the charge in sustainable dining practices. By reimagining menu designs and embracing behavioral nudges, hotels can significantly reduce their environmental impact and contribute to a more sustainable future,” Voss added.
Restaurants, in general, can also contribute to this shift in dining activities.
