A reversal of defaults: Implementing a menu-based default nudge to promote out-of-home consumer adoption of plant-based meat alternatives

Social Norms Support the Protein Transition: The Relevance of Social Norms to Explain Increased Acceptance of Alternative Protein Burgers over 5 Years

“…Interventions might help support the conversion from intentions to behavior change [ 66 , 67 ]. A possible way to use the potential of social norms is by communicating different implicit normative information such as defaults [ 68 ]. An example is making the “alternative” protein products the “regular” products, for example, in catering facilities, banqueting options, and on menus in the public (hospitals, universities, canteens at [local] governments) and private (restaurants, cafes) domains.…”

“Dairy milk is available on request”: oat milk default halves dairy milk choices in cafés. 2 natural field and 1 online experiment.

“…However, almost half of the 24% decrease in meat choices was compensated by higher fish consumption, and the decrease in meat choices waned between the first week (-47%) and the final week (-17%) of the intervention. In a similar recent field experiment conducted over 4 weeks in a Dutch restaurant by Taufik et al (2022), in the weeks when the "menu of the month" contained beans or seaweed as default wraps fillings (with chicken available on request), meat choices decreased respectively by 71% and 42% compared to when wraps had chicken as the default filling. However, the particularly large effects in Taufik et al (2022) should be interpreted with some caution: unlike in Gravert & Kurz (2021), the sample size was an order of magnitude smaller (n = 127 vs n = 1388); the two plant-based defaults were in place for only one week each and at separate intervals; and the "menu of the month" was not the only available menu -the other à la carte menu accounted for 92% of customers' choices, which raises the possibility that the observed decrease was partially due to a "crowd in" effect of vegetarian or vegan customers opting more for the "menu of the month".…”

“…Given this framework, we can attempt to assess what mechanisms were more prominent in the meat-free defaults described in the previous section. In the restaurant-based experiments (Gravert & Kurz, 2021;Taufik et al, 2022), customers desiring the meat option had to explicitly ask the waiter, which may have represented a non-negligible psychological cost. In the experiment on conference registration forms (Hansen et al, 2021), instead, opting out of the meat-free default did not require personal interaction, but the vegetarian default may have conveyed a particularly strong normative signal about which behaviour was endorsed by the conference organisers and which behaviour to expect from other conference attendants (Hansen et al, 2021).…”

“…Surprisingly, however, no default nudge study to date has explicitly measured the strength of underlying relative preferences and tested whether and to what extent these moderate the effect of defaults (Jachimowicz et al, 2019). The only indirect and partial evidence comes from Campbell-Arvai et al (2014) and Taufik et al (2022), in which less conventionally appetising meat-free defaults were associated with more people opting out of the default.…”

O limiar entre farmácia e alimentos: Microencapsulação de vitamina B12 para enriquecimento de alimentos plant-based

“…Avanços significativos podem ser feitos para tornar a vida dos consumidores mais sustentável e saudável, promovendo a adoção de alternativas de carne à base de plantas. Uma das maneiras de aplicação é em ambientes de restaurantes, onde o nível de consumo de carne é relativamente alto (Taufik et al, 2022).…”