Promoting sustainable diets using eco-labelling and social nudges: a randomised online experiment

Abstract This randomised online experiment aimed to investigate how eco-labelling and social nudging influenced sustainable food choice, as well as consider the effect of motivation to act sustainably. Participants were UK adults ≥18 years (n = 1399). Participants were asked to choose a hypothetical meal (beef, chicken or vegetarian burrito) and were randomly allocated to one of three conditions varying in labelling: eco-labelling; social nudge or control (no label). Co-primary outcomes were the frequency that the vegetarian and chicken burritos were chosen (i.e., the more sustainable food choices). There was evidence that more vegetarian (OR = 3.3 [95% CI 2.0, 5.3]) and chicken (OR = 2.5 [95% CI 1.8, 3.4]) burrito choices were made in the eco-label condition, over the beef burrito, compared to the control condition. In the social nudge condition, there was evidence that participants chose a vegetarian burrito over a beef burrito (OR = 1.7 [95% CI 1.1, 2.7]), but not a vegetarian burrito over a chicken burrito (OR = 1.4 [95% CI 0.9, 2.2]). Although both labels were effective at promoting participants to make more sustainable food choices, the eco-label was the most effective. Choice of burrito was modified by motivation to act sustainably across all conditions. This study suggests that future policy could include eco-labelling and/or a social nudge to reduce meat consumption and meet global climate change targets.