Menu Choice and Meat-Eating Habits: Results of a Field Experiment in Two University Canteens

Gian-Andrea Egeler,Priska Baur

doi:10.3390/su14063296

Gian-Andrea Egeler, Priska Baur

Open Access

https://doi.org/10.3390/su14063296

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Abstract

In a transdisciplinary field experiment in two Swiss university canteens over 12 weeks, how customers respond to a revised menu choice of meat dishes and ovo-lacto-vegetarian or vegan dishes was investigated. Several interventions were implemented: the vegetarian menu line was abolished, the meat and veg-dishes were randomly distributed across the three menu lines, vegetarian and vegan dishes (veg-dishes) were not labelled or marketed as such, and in the 6 ‘intervention weeks’ the share of veg-dishes was increased compared to the 6 ‘base weeks’. Based on the lunchtime eating habits in the canteen, regular canteen visitors were categorised into either seven or five different ‘lunch types’. During the intervention weeks, the share of meat dishes decreased for every lunch type, although with different response patterns. It is particularly noteworthy that customers with meat-oriented lunchtime eating habits ate in the canteen more frequently. This indicates that the usual choices in the two canteens are more appealing for meat-eaters. Overall, the data show a clear potential to reduce meat consumption in canteens by increasing the range of attractive veg-dishes without explicitly marketing them as vegetarian or vegan. We conclude this also to be an economically profitable strategy, as it provides a chance to attract customers with veg-oriented lunchtime eating habits without either losing meat eaters or meat lovers.

Highlights

Reducing meat consumption, especially in industrialised countries, can contribute to reaching climate targets, and to addressing public health problems and protecting animals [1]
The present study investigates lunchtime eating habits through a field experiment carried out in two university canteens
As a result of the interventions, on the aggregate level, the share of purchased meat dishes decreased from 56% in the base weeks to 42% in the intervention weeks, though there were clear differences associated with gender: for men, the share of meat dishes decreased from 65% to 50%, and for women, from 40% to 28% (Figure S1)

Summary

Introduction

Especially in industrialised countries, can contribute to reaching climate targets, and to addressing public health problems and protecting animals [1]. The demand for meat is rising [8,9], especially in developing economies, and in highincome countries meat intake remains at a high level [2]. It appears, that some of today’s Western consumers are willing to limit their meat consumption [10,11]. That some of today’s Western consumers are willing to limit their meat consumption [10,11] This part-time meat reduction is called flexitarianism. Vegetarians, on the other hand, follow a strict meat-free diet, and vegans abstain from consuming any animal-based products [11]. Recent studies refer to the fact that a flexitarian diet can reduce the environmental footprint of the food system and can contribute to healthy eating patterns [6,7,13]

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