Promoting plant-based eating in meat-centric meal contexts: a field study

Area of Science:

• Nutrition Science
• Sustainable Food Systems
• Behavioral Science

Background:

• Transitioning to plant-rich diets is crucial for healthier and more sustainable food systems.
• Meat-centric diets pose challenges to widespread adoption of plant-based eating.

Purpose of the Study:

• To assess the effectiveness of a short-term intervention promoting plant-based eating in a canteen setting.
• To evaluate the impact of environmental restructuring and improved plant-based meal offerings on consumer choices.

Main Methods:

• A 1-week intervention was implemented in a university canteen, employing environmental and menu strategies.
• Sales data (baseline, intervention, follow-up) and customer opinion surveys (n=370) were used for evaluation.

Main Results:

• Vegetarian meal sales increased by 24% during the intervention week and 9% in the follow-up period compared to baseline.
• Customer surveys indicated vegetarian meals were favorably rated for liking, sustainability, and satiety compared to meat/fish options.

Conclusions:

• A brief, feasible intervention can effectively promote plant-based meal selections in collective dining environments.
• Sustaining these dietary shifts requires further investigation into prolonged or more intensive interventions for entrenched food practices.