To Protect Their Health: How Can We Persuade People to Eat Less Meat in Restaurants?

 

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Reducing meat consumption has become a focal point for health and environmental reasons, with restaurants increasingly looking to serve smaller portions of meat to their customers. A study conducted by researchers from the University of Bonn in Germany has explored how subtle changes in portion size can encourage people to reduce their meat intake without compromising their dining experience. The findings of the study, published in the journal Environment and Behavior in September 2024, highlight effective strategies to promote smaller meat portions, which could have positive effects on both individual health and global food sustainability.

Why is reducing meat intake important?

Excessive meat consumption, particularly in industrialized nations, is linked to a range of health risks, including cardiovascular disease. According to Dr. Dominik Lemken, assistant professor at the Institute for Food and Resource Economics at the University of Bonn, "Meat is more expensive than most side dishes," which is why many restaurants are interested in reducing meat portions to cut costs. But how can customers who are accustomed to larger meat portions be encouraged to make the switch?

Lemken and his team sought to answer this question by conducting a study in a rehabilitation clinic's cafeteria, which serves approximately 200 meals per day. The researchers collected data from 5,966 meals chosen by customers between October 2022 and May 2023. They gathered information on whether the meals contained meat and the portion sizes served. To ensure unbiased results, the study was conducted anonymously and unnoticed by the diners. Additionally, 125 customers were surveyed about their satisfaction with their meal portions.

The role of behavioral nudges in promoting smaller portions

The researchers devised a phased approach to observe how different interventions influenced customer behavior. During the initial six-week observation period, no changes were made, and customers could request adjustments to their meat portions. 

In the second phase, customers were asked directly how much meat they wanted, and a message was displayed on a board explaining that eating smaller portions of meat could help feed more people worldwide. Finally, in the third phase, smaller portions of meat were automatically served, but diners were informed that they could ask for more if desired. The cafeteria staff only increased the portion size upon specific request.

This approach is known as a "default nudge," where a subtle suggestion or change in the default option encourages a specific behavioral outcome. A well-known example is the use of graphic warnings on cigarette packs to deter smoking. In this study, researcher Anna Ines Estevez Magnasco from the Institute for Food and Resource Economics at the University of Bonn explained, "The nudge in our study consisted of automatically serving smaller meat portions, and customers had to make more of an effort to request a larger portion." As a result, most customers found it easier to accept the smaller portion sizes.

Throughout the study, 11 different meals were served, such as spaghetti with a third less meat than usual, accompanied by more side dishes. The surveys showed that this approach was generally well-received by the customers. However, the different strategies led to varying degrees of success in reducing meat portions.

The impact of different strategies

At the start of the study, when no changes were made, only around 10% of diners opted for smaller meat portions. When asked directly, "How much meat would you like?" the proportion of customers choosing smaller portions rose to approximately 39%. However, when the default nudge was applied—serving smaller portions automatically and requiring customers to ask for more—the percentage of those accepting smaller portions jumped to over 90%.

A promising path to healthier eating

This study offers valuable insights into how small, deliberate changes in portion size can significantly reduce meat consumption in a cafeteria setting. By automatically offering smaller portions and providing customers with the option to request more, the researchers successfully encouraged a majority of diners to opt for less meat without sacrificing meal satisfaction. These findings suggest that subtle behavioral nudges, like default portion sizes, could play a key role in promoting healthier eating habits and addressing the environmental impacts of excessive meat consumption.

As restaurants and policymakers continue to seek ways to encourage healthier diets and more sustainable food systems, such strategies could become increasingly important in shaping consumer behavior.

Summary:

Motivating Reduced Meat Consumption in Cafeterias

A University of Bonn study examined strategies to encourage cafeteria customers to accept smaller meat portions, addressing health and environmental concerns linked to high meat consumption. Conducted in a rehabilitation clinic, the research analyzed 5,966 meal choices over several months. The most effective approach involved serving smaller meat portions by default, allowing customers to request more if desired. This “default nudging” led to over 90% of patrons choosing smaller portions, compared to 39% when actively asked about their preferences. The findings revealed gender differences in behavior, with women more likely to request smaller portions; however, nudging equalized decisions between genders. Researchers suggest cafeterias assess customer acceptance of smaller portions and adopt similar nudging strategies to promote sustainable eating habits. The study was published in the journal Environment and Behavior.

References: 

* Eurk Alert, Will customers accept a little in 

* journal Environment and Behavior , Evidence on the Effectiveness-Acceptance Trade-Off Between Forced Active Choice and Default Nudging: A Field Study to Reduce Meat Consumption in Cafeterias