How a simple pop-up makes dinners more plant-based
A brief message after selecting a plant-based lunch nudges meal kit customers to choose less meat at dinner.
What unsustainable behaviour needs to change:
The burgeoning meal kit delivery industry offers a unique opportunity to reduce dietary greenhouse gas emissions. However, many consumers habitually select meat-based meals, often overlooking plant-based alternatives. This tendency is influenced by habitual behaviour and default choices, where individuals stick to familiar options without considering more sustainable possibilities.
Additionally, there’s a concern about compensatory behaviours—for instance, choosing a salad for lunch might lead to indulging in a heavier, meat-based dinner, negating earlier sustainable choices.
„Did you know that by opting for a plant-based dish, you could save greenhouse gas emissions equal to the energy needed to power your phone for two years? Choosing plant-based reflects a commitment to a more environmentally friendly lifestyle.“
This intervention significantly influenced dinner selections:
For customers who chose a plant-based lunch, the message reinforced their environmentally friendly self-identity, leading to a 51% increase in plant-based dinner choices.
For those who selected a meat-based lunch, the message created a sense of cognitive dissonance, highlighting the inconsistency between their choices and the positive identity described. This led to a 27% reduction in meat-based dinner selections.
By leveraging behavioural spillover, this nudge encouraged sustainable choices across meals, showing how a well-timed reminder can reinforce eco-friendly habits.
Do you know of other nudges that promote sustainable food choices? Feel free to comment or get in touch: hello@green-nudges.com
From Dr. Sophie Attwood, Dr. Sebastian Isbanner, and Dr. David Fechner, who collaborated on this study to explore how subtle behavioural nudges can reduce meat consumption in meal kit choices. Their research examines how small interventions can create lasting shifts toward more sustainable eating habits.
Sophie Attwood PhD is a behavioural science consultant dedicated to fostering a healthier, more sustainable future for people and the planet. Learn more atwww.behaviorglobal.com
Dr. Sebastian Isbanner is a research fellow and consumer behaviour expert at Technische Universität Berlin, Germany, with a focus on decision-making and sustainable consumption.
Dr. David Fechner is a research fellow and behaviour change expert at Griffith University, Australia, specialising in interventions that promote environmentally friendly choices.
