Promoting Vegetarian Choices in the Cafeteria Using the Behavior Change Wheel Model

Area of Science:

• Nutrition Science
• Behavioral Science
• Environmental Sustainability

Background:

• Western diets are unsustainable, necessitating shifts towards plant-based eating for health and environmental benefits.
• University cafeterias present opportunities to influence dietary choices among young adults.

Purpose of the Study:

• To design and evaluate an intervention promoting vegetarian menu choices in a Swiss university cafeteria.
• To identify barriers and facilitators to vegetarian eating using the Behavior Change Wheel and COM-B model.

Main Methods:

• Intervention design based on the COM-B model and Behavior Change Wheel methodology.
• Quantitative evaluation of vegetarian menu sales data using Kruskal-Wallis test.
• Qualitative evaluation through focus groups and thematic analysis.

Main Results:

• The intervention, including an educational stand, did not significantly increase the proportion of vegetarian menus sold.
• Focus groups indicated positive reception to educational content but mixed views on pricing and a preference for 'flexitarian' labeling.

Conclusions:

• The intervention was insufficient to drive significant behavioral change in menu choices.
• Future strategies should integrate educational initiatives with practical, appealing approaches and consider labeling modifications.