For the study, more than 5,000 online participants were shown a sample menu resembling a fast food menu and asked to choose a single item for dinner. One group of participants received a menu with non-red meat menu items such as chicken sandwiches labeled “low climate impact.” Another group received a menu with red meat items—burgers—labeled “high climate impact.” A third control group received menus with QR codes on all items and no climate labels.
Both the high and low climate impact labels markedly reduced red meat selections compared to the control group, with the high impact labels having a strong effect. Menus with a “high climate impact” label on burgers increased non-beef choices by 23 percent compared to the control group. Menus that included “low climate impact” labels increased non-beef choices, such as a chicken sandwich or a salad, by about 10 percent more participants than those in the control group. Read more at Johns Hopkins University Bloomberg School of Public Health.
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