Nudging À La Carte – A Field Experiment on Food Choice

University of Gothenburg, Working Paper in Economics No. 690

18 Pages Posted: 1 Feb 2017 Last revised: 31 Mar 2017

Date Written: March 27, 2017

Abstract

We test the effect of framing of a menu on the choice of ordering climate friendly dishes in a randomized controlled experiment. Rearranging the menu in favor of vegetarian food has a large and significant effect on the willingness to order a vegetarian dish instead of meat. We show that there exists a considerable marginal group willing to change meat consumption behavior at least in the short term. Our results demonstrate both to policy makers and to actors in the food service sector that small, cheap interventions can significantly decrease carbon emissions from food consumption.

Keywords: Nudging, Field experiment, default, food choice

JEL Classification: D12, Q50, C93

Suggested Citation

Gravert, Christina Annette and Kurz, Verena, Nudging À La Carte – A Field Experiment on Food Choice (March 27, 2017). University of Gothenburg, Working Paper in Economics No. 690, Available at SSRN: https://ssrn.com/abstract=2909700 or http://dx.doi.org/10.2139/ssrn.2909700

Christina Annette Gravert (Contact Author)

University of Copenhagen ( email )

Nørregade 10
Copenhagen, DK-1165
Denmark

Verena Kurz

University of Gothenburg ( email )

Viktoriagatan 30
Göteborg, 405 30
Sweden

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